Acqua di Parma celebrates its 100th anniversary with a series of initiatives aimed at exalting the noble heritage of the brand.
Commissioned in 1916 to a perfume artisan by Parma, Italy-native Baron Carlo Magnani, the iconic Colonia is now presented in an exclusive limited edition created with Damiani. The master jeweler developed a burnished sterling silver piece fully encasing the Colonia glass bottle. Available in a limited number of 100 pieces, it features laser-cut interwoven metal spiral decorations, embossed embellishments and Parma’s royal shield engraved at the center of the piece. In addition, Acqua di Parma and Damiani logos appear on the stopper, while a number is engraved on each bottle. The scent features a citrusy opening of lemon, sweet Sicilian orange and Calabrian bergamot; an aromatic heart of lavender, damask rose, verbena and rosemary, and woody bottom notes of vetiver, sandalwood and patchouli.
Starting from September, the beauty brand will also introduce “Note di Colonia,” a trio of fragrances inspired by opera, which is one of the jewels in the crown of the city of Parma. The first, called “Note di Colonia I,” refers to Giuseppe Verdi’s “La Traviata” and is a vibrant fragrance containing bergamot, notes of neroli, lavender, a Damascus rose and violet accord, as well as patchouli and cedarwood. Giacomo Puccini’s “Turandot” inspires “Note di Colonia II,” which features top notes of bergamot, orange and grapefruit, combined with vivacious notes of basil and cardamom, as well as sandalwood, musk and vetiver. The last one, “Note di Colonia III” draws inspiration from Giuseppe Verdi’s “Aida” and includes top notes of mandarin and ginger, enriched by touches of vetiver, as well as notes of olibanum and jasmine. The three perfumes will retail for $475.
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In order to further strengthen its link with its native city, Acqua di Parma also made a book in collaboration with publishing company Mondadori Electa. Called “Essere Parma,” it consists of two volumes, one dedicated to images shot by Italian photographer Giovanni Gastel and one including a novel by writer Antonella Boralevi. Gastel, who worked on the idea of “past generating the future,” lensed modern and antique buildings located in Parma, pairing them to highlight their similarities. Instead of simply rewriting the story of the brand, as expected by an anniversary book, Boralevi wrote a novel featuring the city of Parma as the main character.
“This is not a pure commercial project because Acqua di Parma cannot be considered a commercial brand,” said Acqua di Parma president Gabriella Scarpa. “This a label which represents the Italian lifestyle in the world and since its foundation has always been linked with the art world.”
Along with the Colonia ranges, Acqua di Parma also features a line of shaving products, home fragrances, a terrycloth home collection, a range of leather accessories, as well as “Blue Mediterraneo” and “Blue Mediterraneo Italian Resort,” two lines of fragrances and cosmetics inspired by the most exclusive locations on the Italian Mediterranean. In addition, the brand operates two luxury spas, the former at Porto Cervo’s Yacht Club Costa Smeralda and the latter at the Gritti Palace Hotel in Venice.
LVMH Moët Hennessy Louis Vuitton took control of the brand in 2001.