Instead, the Italian brand staged a runway show unveiling its spring 2009 men's collection and then projected a series of nine short experimental movies whose brief was "to challenge the idea of a perfume for a man; to produce visionary content" inspired by "sensory association of the Infusion d'Homme perfume." Largely pretentious visual ramblings by avant-garde cineastes, shown in semi darkness to around 500 people, these mini clips featured everything from verbal ramblings to images of a monkey awaking as it senses a new smell. Quite why an Italian label feels the need to name it's newest cologne with a French title was never terribly clear, nor why the scent was nigh impossible to simply sniff. Few senior editors who attended when questioned the following morning reported actually smelling the cologne, or even seeing a bottle, though at one stage waiters did walk around in the gloom with trays bearing tiny bottles of the new scent.
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