Acqua di Parma, the luxurious fragrance house known for celebrating the elegance of Italian cuisine and culture, is embarking on an exciting new chapter with the grand opening of its flagship store in Paris, positioned at 205 Rue Saint-Honoré. This significant launch coincides with the debut of its latest fragrance, aptly named “Buongiorno,” which translates to “Good Morning” in Italian. Reflecting the brand’s commitment to a vibrant, uplifting spirit, the new Parisian location aims to revive the joy and essence of Italian living in a city that has long admired its culture. The choice of location strategically places Acqua di Parma among renowned fragrance houses, reinforcing its dedication to becoming a central player in the niche fragrance market, following their previous boutique in the Marais, which closed due to the pandemic.
The new store is meticulously designed as both a retail space and a gallery, embodying the rich cultural heritage of Italy. The layout includes a welcoming front area adorned with signature elements, including terracotta accents and arches showcasing a variety of products, from exquisite fragrances to artisanal candles. At the back, a space called “Parlapiano” — meaning “Speak Softly” — will host occasional exhibitions featuring the work of emerging designers and artisans aligned with the brand’s ethos. The launch will feature a showcase by Sicilian ceramic artist Antonio Fratantoni, creating sun-shaped artworks that celebrate the essence of the Buongiorno fragrance, and will be accompanied by exclusive dinners and events in Paris and Milan.
Giulio Bergamaschi, the newly appointed CEO, is at the helm of this fresh strategy designed to elevate the brand’s lifestyle dimension. He aims to highlight Acqua di Parma’s artisanal origins by engaging with talented artisans, saying that these collaborations foster a dialogue where creativity flourishes, and diverse visions can be shared. With his extensive background at L’Oréal and Loro Piana, Bergamaschi brings valuable insights into elevating the brand’s market presence while ensuring it resonates with contemporary language and values. This approach of weaving artistry and craftsmanship into the brand’s offerings is a core commitment that he believes will reinvigorate Acqua di Parma’s desirable status in the luxury market.
Taking a close look at the interior design of the new boutique, it showcases the distinctive yellow hue of Acqua di Parma in a glamorous, high-gloss finish that exudes contemporary elegance. Fusing traditional Parisian aesthetic with modern design elements, the store features personalized furniture and lighting that playfully nod to the brand’s origins. The blend of textures and materials, like wooden columns inspired by the shape of the iconic Colonia fragrance bottle, creates a welcoming atmosphere. The ambiance is further enhanced by unique installations such as candle bars and cozy seating areas, providing an inviting space for customers to relax while awaiting personalized products.
Acqua di Parma’s recent ventures, including their seasonal boutique in Saint-Tropez, have proven to be a remarkable success, attracting international attention and increasing customer engagement. Bergamaschi notes that the store exceeded expectations by creating buzz and connecting with a younger demographic, showcasing the brand’s capability to adapt and appeal broadly. As Acqua di Parma continues to expand geographically, particularly into markets like the U.S. and the Middle East, the brand’s offerings will similarly broaden beyond fragrances, inclusive of a range of lifestyle products that epitomize Italian craftsmanship. These new items, which feature elegant Pétanque sets and artisanal picnicware, provide customers with a taste of the Acqua di Parma lifestyle, transforming simple objects into luxury experiences.
At the heart of these offerings lies the Buongiorno fragrance, architected through the art of co-distillation, an innovative process that captures the essence of its ingredients by distilling them simultaneously. The perfume opens with aromatic notes of lemon, spearmint, and rosemary, transitioning into a heart of mandarin leaves, and rounding off with warm cedarwood, amber, and white musks. This intricate composition reflects the brand’s dedication to quality and craftsmanship. The launch follows the anticipated revamp of the classic Colonia fragrance, which has roots tracing back to 1916, signifying not just a connection to the past but a proposal for future growth.
In conclusion, Acqua di Parma’s flagship opening in Paris signals a revival of artistry, luxury, and Italian culture in the heart of France. By engaging with contemporary designers and highlighting the stories behind its products, the brand is paving the way for a new generation of fragrance enthusiasts. Bergamaschi’s vision of expansion, both in terms of geographic reach and diversifying product lines, signifies a thoughtful approach to luxury retail that blends heritage with modernity. Through immersive experiences and a commitment to craftsmanship, Acqua di Parma is set to charm an evolving audience, offering not merely fragrances but a lifestyle that encapsulates the joys of Italian living. As they continue this exciting journey, it is clear that Acqua di Parma will remain an esteemed player in the world of luxury fragrances, capturing hearts while inviting consumers to partake in their artisanal narrative.