Magna Pars Milan Hotel Review: The World’s First Perfume Hotel

After a week of traveling through Italy by train, making my way from Rome to Florence and finally Milan, I wanted to end the trip somewhere truly memorable. That’s when I discovered Magna Pars L’Hotel à Parfum, a property unlike any I’d experienced before. In fact, it’s recognized as the world’s first perfume hotel. As someone who loves luxury hotels, history, and, of course, perfume, I was immediately intrigued. And after spending a couple of days here, I can confidently say it became one of my favorite hotel stays in Milan.

Here’s what makes this property so special:

The History

In 1940, Vincenzo Martone founded the company that would eventually become Magna Pars, initially operating in the pharmaceutical and cosmetics industries. Fast forward to 1975, his son, Roberto Martone, founded ICR Industrie Cosmetiche Riunite, where he began to create perfumes for top-tier Italian designers and brands, like Gianni Versace, Bulgari, Salvatore Ferragamo and Nazareno Gabrielli. It wasn’t until 1987 that the ICR factory was moved from Milan to Lodi and these historic headquarters turned into a space for events with the Latin name Magna Pars.

Thankfully, in 2013, Roberto’s daughters, Ambra and Giorgia Martone had the wonderful idea of turning Magna Pars into the world’s first five-star Hotel à Parfum. They paired this with the foundation of LabSolue, the perfume laboratory on site, creating the perfect harmony of a journey through the senses.

The rich history crossing over three generations filled with a love for fragrance is what still sits at the heart of the experience when visiting Magna Pars. So, let’s get into the stay itself…

Olfactory Check-In

If availability allows, you can ask the front desk for the Olfactory Check-in, where you’ll smell the room scents before deciding on your olfactory note of choice. The smells may remind you of personal memories, or simply have an alluring scent that draws you in. Either way, the cards are in your hands.

I arrived just after Milano Fashion Week and Magna Pars was fully booked, so I was assigned a “mystery” suite. I was escorted to my suite by a member of the front desk team, as the bellmen retrieved my luggage and I simply could not contain my excitement. I had landed in the Frangipani Suite, and a single whiff brought me back to my time spent in Fiji, where I wrote one of my very first travel stories. It was going to be a wonderful couple of days…

The Rooms

There are now 68 suites in total, each corresponding to one of 68 fragrances. You see, each suite holds the secret to a specific olfactory note, whether it be floral, fruity or woody. Upon entering, you’ll notice the delicate fragrance coming from the glass diffusers, alongside an artist’s painting depicting the featured ingredient. You’ll also find a copy of La Grammatica dei Profumi, opened to the page dedicated to your suite’s fragrance.

Each night, a complimentary bottle of water was hand delivered to my suite, along with a new perfume sample to try. Add in the Italian linens, blackout curtains and pillow menu, it’s difficult to imagine not getting a great night’s sleep. However, my all-time favorite part of the suite had to be the marble bathroom with this glorious jetted bathtub. All of the bathroom soaps were, of course, from the LabSolue Perfume Laboratory, and had the most alluring scents.

LabSolue

After checking in, it was time to explore. I’d booked a complimentary Olfactive Journey at LabSolue, which is a tribute to the olden days of the perfume factory. A Lab Tender guided me through the fragrances, teaching me some of the techniques of Master Perfumers and exploring the raw materials that brought these wonderful scents to life.

It was a quick introduction to the fragrances in the lab, but I highly recommend adding it to your itinerary. It gave me a much greater appreciation for the thought behind my suite and the property as a whole. Plus, I got a little sneak peek at the other fragrances waiting to be discovered throughout the hotel.

The Garden

Just outside of LabSolue is the beginning of their multi-level gardens. There was plenty of seating to just sit back and relax, but I highly recommend wandering through their beautiful Internal Gardens. The team sources plants from around the world, thoughtfully selecting varieties that connect to the art of perfumery, so you can expect incredible smells as the flowers come into bloom. The blooming seasons vary for each plant, so there’s always something new to discover.

LabSolue Rooftop Bar

On the rooftop, you’ll find the LabSolue Bar. I would genuinely fly back just to enjoy another Olfactive Aperitif here. Overlooking the garden at sunset, I was greeted with a full menu of signature cocktails inspired by the different essences in the LabSolue Perfume Laboratory. And when I say inspired, I mean their Lavanda cocktail was literally served with the perfume strip it was inspired by on top of the martini glass. I truly don’t know how this experience is not more well-known. From the indigo hue of the cocktail to the alluring scent of the gardens, the textured edges of the perfume strip and delicate floral complexity of every sip, it was an experience that engaged every one of my senses. For every cocktail sold, one euro is donated to the preservation of bees, which are crucial for pollinating many of the plants used in the perfumery.

To make matters even sweeter, I was treated to four different bites to enjoy alongside my sips. And when I say exciting, I mean I thought I was getting green olives, but those shiny ovals in my little bowl were actually pickled peaches. I don’t think I ever could have predicted their next move. I decided to try their Jasmine cocktail to bring back to my room as a nightcap, and was told guests cannot carry their own glasses back to the room. Not for strict rules, but for great hospitality. About 30 seconds after I arrived in my room, there was a knock on the door with my Jasmine cocktail and more bites from the dish I made the most progress on during Aperitivo, on the house. Gosh, they were good.

Breakfast

Each morning, I enjoyed a full complimentary breakfast where I was greeted with, surprise, another perfume sample to try. There was a rainbow of fresh-cut fruit, a tempting display of pastries and even a gluten-free and lactose-free section available. However, my favorite breakfast item is and always will be an iced latte, which was not only supplied, but they had almond milk, too. It was a fantastic way to start my mornings in Milan.

At night, Restaurant Da Noi In comes alive on this floor, an elegant dinner spot with dishes one can’t find just anywhere. Like the LabSolue Bar, their menu reflects olfactory ingredients that inspire the recipes, from olive trees to pomegranates. All of the dishes are available à la carte, but the tasting menu is a great way to experience the kitchen’s approach to all of the ingredients.

Wellness

Magna Pars has plenty of wellness areas on site to explore. For a good workout, I had the Technogym fitness center all to myself with bottled water and towels neatly displayed beside the scent diffusers. Private yoga instructors can also be booked upon request for a more formal workout.

Upstairs, there was a calming Wellness Centre with a two-person treatment area where you can book an aromatherapy massage, though make sure to do so in advance. The Library Hall is another wonderful place to unwind, whether you’re settling in with a coffee or browsing its collection of literature dating from the 18th to the 20th centuries.

The Location

Magna Pars lies between the lively district of Zona Tortona and the peaceful area of Via Forcella. Fashion destinations, like Armani/Silos, were just a five-minute walk away and if you’re coming via train from another city like I was, Magna Pars was just a short drive from the station. I loved the quiet and serene neighborhood we were in with restaurants just a short walk away. One afternoon, I also made the walk to Piazza del Duomo, which took around 40 minutes. The route was relatively flat, with plenty of interesting sights to take in along the way.

Sustainability

Believe it or not, the entire property is powered by geothermal and solar energy. When renovating the former factory, the team incorporated low-impact materials and thoughtful design choices to keep environmental responsibility at the forefront. Of course, all of the fragrances are also refillable and can be reused as flower pots, too.

If you’re planning a visit to Milan and want a hotel that offers something beyond the usual five-star experience, Magna Pars L’Hotel à Parfum is one I’d absolutely recommend. Between its fascinating history, individually scented suites, perfume laboratory, and thoughtful hospitality, it’s a property that manages to turn an overnight stay into a journey through the senses. And if you ask me, that’s what makes it so memorable.