As we all know Acqua di Parma is a symbol of excellence, craftsmanship and Italian lifestyle. The Maison started over one hundred years ago in 1916 with COLONIA, its iconic fragrance, celebrating a passion for beauty, attention to detail, an essential and bright elegance, and a contemporary interpretation of the genuine Italian style.

COLLAB, an open laboratory of sharing and exchange, where clients and emerging artists connect through art and scent in an interactive process of co-creating, animates the Maison’s Milanese Boutique in Via Gesù 1 from 4 to 10 April. A special Acqua di Parma initiative in partnership the Instituto Europeo di Design (IED), where six emerging Italian talents bring six different creative concepts of emotions and colours to life in a collection of 300 unique 180ml pieces from the Colonia Collection. An exclusive opportunity, available both in-store or online, to own collector’s pieces whether for self, or as bespoke gifts.

A dynamic artistic exchange full of surprising techniques, visions, and colors that express modern art and visual communication movements through an Italian creative lens. Departing from their personal style, the artists created themes rooted in Italian identity, from cultural inspirations to architectural grandeur. Anna Spreafico’s sign was inspired from the Italian horoscope tradition with elements of traditional Venetian glassmaking method, Margherita Caspani goes back to gladiator imagery from ancient Rome, reimagining it as a playful encounter between men and wild beasts in Animalia, while Claudia Bernardi highlights an integral part of Italian culture – card games – customising the bottles with symbols from cards in Play With Me. Lucrezia Viperina takes us on a journey across Italian cities, recreating iconic monuments, Sara Brienza explores the mysticism and symbols associated with luck and traditions while Paolo Moscheni brings together universal emotions of love, hope, and friendship.

The COLLAB project was conceived as a co-creation concept where together with the selected artist and theme, clients can customise their very own personal fragrance bottle from the Colonia Collection. With every theme, clients will have the opportunity to add a unique touch. From start to the end, the clients will experience a one-on-one journey to owning a truly one-of-a-kind collector’s piece.

Bookings are available on for one-on-one appointments that will take place at the Maison’s Boutique in Milan, which will be transformed into a real-life creative lab for the week. Within the iconic setting of the boutique, clients can interact with the artist and watch as the creative process unfold during the co-creation experience. In the spirit of inclusivity and to offer clients across Italy and Europe the same engaging experience, the one-on-one appointments can also take place online through an integrated platform on Acqua di Parma’s website and the final personalised product will then be delivered to them. COLLAB reflects the Maison’s values in preserving culture, art, and design while nurturing future generations by providing opportunities for young talents to showcase the beauty of Italy to the world.


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