Italian luxury beauty brand Acqua di Parma (owned by LVMH) has recently opened a new boutique in Paris at 205 Rue Saint-Honoré.
The 1,000sq ft space is situated next to the likes of Byredo, Le Labo, Fragonard and L’Artisan Parfumeur – that adds to its footprint of 30 boutiques worldwide.
“The idea was to position ourselves in a more central area and in Rue Saint-Honoré there’s the rise of a real hub of niche fragrances. So we couldn’t not be there,” CEO Giulio Bergamaschi said in an interview. “We wanted to bring some Italian sunshine to the city. We know that, as Italians, we have the luck to be appreciated in France.”
Hence the choice to opt for a retail-cum-gallery space. Divided into two parts, the front area is defined by signature Acqua di Parma elements like arches and terracotta elements that display the brand’s product offering, ranging from fragrances to candles, as well as limited-edition pieces crafted by Italian artisans.
A back area dubbed “Parlapiano”, or “Speak softly” in English, will be open to the public only on certain occasions. It is intended to showcase the work of emerging designers and artisans who the brand works with or finds that are in line with its values and codes.
