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In store: Acqua di Parma


Acqua di Parma’s famous cologne is marking its 100th anniversary. Ximena Daneri spoke to the company’s CEO and president Gabriella Scarpa about its history and flagship boutique on Via Gesù

Ximena Daneri
Ximena Daneri ,

Acqua di Parma dates back to the beginning of the 20th century, when Baron Carlo Magnani, the heir to one of Parma’s oldest families, created Acqua di Parma Colonia, the first truly Italian cologne. From then on, the brand has become synonymous with excellence in craftsmanship and with an awareness of elegance and beauty. Since 1916, Acqua di Parma Colonia has established itself as a timeless classic. Its fresh and elegant blend has remained unchanged in a century, and its art deco bottle combined with the emblematic Parma yellow of its packaging have made this an iconic product.

‘We opened our first boutique in 1997 at Via Gesù 3 and in 2012 we moved to a prestigious location at Via Gesù 1, on the corner of Via Montenapoleone, which is very much in line with our high-end positioning. As with all elements of Acqua di Parma I was involved in every aspect of the design of this store, from the initial drawings to the finished result, of which I am incredibly proud.

‘As well as our fragrances we have candles and leather accessories, and a pen collection in collaboration with the historical Italian brand Aurora. You can find our products in the most luxurious hotels worldwide, or you can experience a special treatment at our Blu Mediterraneo spas and at our barber’s. Our Italian heritage is our main source of inspiration and each Acqua di Parma product is crafted in selected Italian workshops.

‘When leaving the Via Gesù boutique, I'm sure that guests will take with them the olfactory memory of a unique and welcoming environment, which has been designed to cater to the tastes of those who favour the purest Italian style – the style of Acqua di Parma.’

Acqua di Parma, Via Gesù 1, 20121 Milan, +39 02 7602 3307

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