Azzaro Parfums is inviting guests to “stop talking. start playing” as they embark on a sensory journey like never before with an immersive fragrance sampling station at THE STAGE during this year's SXSW. Over the course of all three nights, festival-goers will be transported into the world of Azzaro through a unique multi-sensory experience. Guests will have the opportunity to explore Azzaro's latest collection, experiencing signature scents in an interactive, hands-on environment.