Acqua di Parma opens new Rome boutique as Italy eases lockdown

By Becky Bargh 29-May-2020

The LVMH-owned brand has reinvented its iconic Colonia scent in celebration of the new space

LVMH-owned fragrance brand Acqua di Parma is welcoming customers to a new Italian boutique in the country’s capital city.

The 120sqm Piazza di Spagna space was designed by LVMH architect Patricia Grosdemange and is adorned with the brand’s Parma yellow colour throughout.

In the centre of the shop is a large table of fragrances, where shoppers can choose and test their compositions and take part in the interactive Fragrance Finder.

The boutique boasts an onyx counter and stools, inspired by a contemporary Italian kitchen, where visitors can engrave their scents, and in-store barbers where male visitors can have an Italian shave.

Meanwhile, the ‘study’ houses Acqua di Parma’s lifestyle collections and features armchairs, a bookcase and lounge area.

To celebrate the opening, the brand has reinterpreted the bottle of its iconic Colonia fragrance.

With a limited run, there are 300 editions of the new Colonia Edizione Speciale Roma, which are shoppable exclusively at the new boutique.

The new bottle is said to echo the interior of the space with geometric shapes, and black and yellow tones.

The cap is also hand engraved with the model number and the city which the limited edition is dedicated to.

Colonia Edizione Speciale Roma opens with notes of lemon, orange and bergamot Calabria, an Italian region, and moves to a heart of lavender, verbena, rose bulgara and rosemary.

Sign up for your free email newsletter

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here