In 2025, ALPS celebrated the launch of ALPS Cortina, a new citrus-spiced fragrance that blends the pristine purity of the Alpine peaks with the contemporary elegance of Milan. In 2026, alongside the Winter Olympic Games, the brand unveiled an exclusive experience designed to authentically translate its core values.

From 21 to 23 February, against the striking backdrop of Cortina d’Ampezzo, ALPS brought to life a carefully curated project aimed at amplifying the resonance of its latest olfactory creation. Four selected talents—recognized for their strong connection to outdoor and nature-driven content and fully aligned with the ALPS identity—were invited to take part: Aura Zanghellini, Flavio Valabrega, Petra Cola and Filippo Tenca.

The result? An experience that expressed the ALPS DNA in its purest form.

A complete immersion into the ALPS universe

Every moment was conceived as a natural extension of the brand’s sensory world.

The setting was the Rosapetra Spa Resort, a quiet-luxury retreat nestled within the Dolomites, where understated elegance, comfort and nature exist in perfect harmony.

The opening event featured an olfactory workshop led by the ALPS team: an introduction to Cortina through the exploration of its notes and raw materials, offering guests direct insight into the fragrance’s creative core. A moment of discovery and exchange, designed to foster a conscious and meaningful connection with the brand’s identity.

The evening continued at the Michelin-starred restaurant SanBrite, led by Ludovica Rubbini and Riccardo Gaspari—an outstanding example of fine dining rooted in sustainability. A gastronomic experience fully aligned with ALPS values: respect for the land and celebration of local excellence.

Nature, wellbeing and authenticity

The second day opened with an outdoor experience along the Dolomite trails, guided by alpine expert Sandro Zanghellini. A five-kilometre route through forest exploration, resin gathering and a hands-on essential oils workshop translated the concepts of holistic wellbeing and connection to nature into tangible form.

Lunch at Rifugio D’Ajal, a hidden gem set within the Ampezzo landscape, paid tribute to local culinary heritage through a territory-inspired menu.

In the afternoon, the Rosapetra spa offered a moment of regeneration, reinforcing the bond between nature, balance and self-care.

The day concluded at Ristorante Tivoli, under the guidance of chef Graziano Prest, with a gastronomic journey that seamlessly combined regional flavours with refined yet authentic aesthetics—fully in line with the brand’s contemporary vision.

Talent activation and digital amplification

The experience was documented and amplified across social channels by the selected talents, chosen for their value alignment and narrative quality. Through their lens, the story unfolded with authenticity and coherence, positioning ALPS Cortina within a universe that brings together sport, lifestyle and nature.

The entire project was designed to express a precise vision of premiumness: not ostentation, but attention to detail, conceptual consistency and the quality of human connections. An immersive journey that transformed a fragrance launch into a complete sensory experience in the heart of the Dolomites.

With ALPS Cortina, the brand reaffirms its vision: creating fragrances that embody a way of living—where authenticity, sustainability and research converge in a harmonious balance between nature and modernity.