Olio Guglielmi brings the TALES collection to Selfridges in London for a tasting event on 1st and 2nd April. An exclusive occasion dedicated to discovering extra virgin olive oil from Apulia. A special opportunity to explore the brand’s philosophy, the distinctive character of the TALES capsule collection, and the authentic value of a product that tells the story of Apulia through flavour, design and identity.
When an authentic product meets one of the world’s most iconic department stores, it creates a special opportunity to present the value of Italian excellence through a contemporary lens. Olio Guglielmi’s presence at Selfridges brings together food culture, design, territorial identity and an international vision. In this setting, the story of TALES takes shape: the capsule collection by Olio Guglielmi, created to transform every bottle into a story to experience, admire and savour. Speaking about Olio Guglielmi at Selfridges therefore means telling the story of a dialogue between Puglia and London, between craftsmanship and experiential retail, between tradition and the desire to innovate the way extra virgin olive oil is perceived and chosen.
Selfridges provides a particularly meaningful setting for this tasting experience. Located in the heart of London, it has long been synonymous with experience, curation, research and the ability to anticipate tastes and trends. It is a space where visitors encounter iconic brands, exclusive offerings and discovery journeys designed to surprise. Positioning the TALES collection in a context like this means placing it within a clear vision of contemporary luxury: a luxury defined by authenticity, substance, quality and storytelling. The tasting at Selfridges therefore becomes a strategic opportunity to present Olio Guglielmi’s extra virgin olive oil to an international audience that is discerning, curious and deeply attuned to the value of Italian gastronomic excellence.
At the heart of this journey is TALES, the capsule collection of extra virgin olive oil that interprets the most authentic essence of Puglia through the language of storytelling. Every bottle, a unique story is the very core of the project. TALES is a journey, an emotion, an authentic story bottled for those who know how to listen. It was created to transform olive oil into a sensory and cultural experience, where what is inside the bottle enters into dialogue with place, memory and design. The intense colours, enveloping aromas and the strength of roots that run deep into an ancient and generous land all find a distinctive visual and narrative expression in this collection. TALES is therefore an invitation to discover Puglia not only through taste, but also through the beauty of storytelling. The TALES capsule collection unfolds around four primordial elements that symbolically express the soul of
Apulian extra virgin olive oil: Earth, Stone, Sky and Time.
One of the most distinctive aspects of the TALES collection is its ability to express Puglia through two different yet complementary interpretations. The first is Intense Fruity, a rich, deep and enveloping extra virgin olive oil, created for those who appreciate more structured and decisive sensory profiles. The second is Light Fruity, a delicate, fresh and elegant olive oil, ideal for those seeking harmony, immediacy and expressive finesse. This dual interpretation makes TALES a versatile collection, capable of speaking to different sensibilities while preserving a coherent narrative identity. In both cases, the common thread remains the desire to tell the story of the territory through olive oil, offering the consumer not simply a quality product, but a genuine invitation to discover.
The TALES tasting at Selfridges marks an important step in Olio Guglielmi’s international growth and brand positioning. Bringing a capsule collection of extra virgin olive oil into such an authoritative setting means placing it within a context able to amplify its message and create a meaningful dialogue with the public. The goal is to shape an experiential moment where taste, aesthetics and storytelling come together.
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