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Acqua Di Parma opens boutique in Seoul

Acqua Di Parma, the prestigious fragrance brand under the umbrella of LVMH, has unveiled its Yellow Cafe in Seoul, seamlessly blending Italian charm with the vibrant energy of the South Korean city.

More than just a cafe, this space serves as a retail haven, offering a diverse range of Acqua Di Parma products while showcasing its distinctive aesthetic and rich heritage. Situated at Lotte Avenuel Jamsil B1F and meticulously designed by Dorothée Meilichzon, the store encapsulates the essence of Italian character, weaving in Milanese elements and the maison’s storied legacy.

In the words of Meilichzon, the design of the Acqua di Parma space in Korea represents an exploration of cultural synthesis and vibrant aesthetics. The vision behind it is to build bridges that connect the architectural heritage of Italy, especially Milanese design, with the dynamic spirit of Korea, particularly Seoul. Drawing inspiration from the Memphis movement and paying homage to monumental structures, white stone, arches, vaults, and porticos that speak of timeless beauty, the Yellow Cafe stands as a testament to the harmonious fusion of two rich cultural narratives.