The secret place where Acqua di Parma brings Italy to Paris

What if the Italian spirit had found refuge in the heart of Paris? In April 2025, Acqua di Parma unveils its brand new European flagship. Called Casa Acqua di Parma, this unique location on rue Saint-Honoré doesn’t just sell perfume: it invites you to experience a sunny, refined art of living, orchestrated by Parisian designer Dorothée Meilichzon.

An architectural dialogue between Paris and Italy

In this home-like boutique, every nook and cranny pays tribute to Acqua di Parma’s visual and olfactory heritage. The brand’s iconic yellow is revisited in a high-gloss lacquered version. The color is combined with cream and beige tones, and the natural textures of Parisian wood and terracotta. Omnipresent arches – a nod to both Italian architecture and Parisian colonnades – structure the space. Wooden columns inspired by the legendary Colonia bottle mark out the path.

But this scenography isn’t just aesthetic: it’s sensory, immersive, almost meditative. Every piece of furniture, every lamp, every detail – right down to the coffee table with legs inspired by lemon peel – contributes to a coherent spatial narrative. A rare approach in fragrance retail, too often reduced to a decorative showcase.

A ritualistic Acqua di Parma customer experience

The boutique is divided into two areas. The front displays new products and permanent collections in bespoke furnishings. This is punctuated by unexpected details such as a candle bar adorned with lemons and a display case dressed in yellow leather. The rear, more confidential, is reserved for personalized consultations and treatments around the bath and body ranges.

Here, you can touch, feel and exchange ideas in a typically Italian spirit of hospitality. A central island with washbasin even allows products to be tested in situ. And while products are being personalized, customers can wait in a lounge bathed in soft light.

Craftsmanship as a contemporary manifesto

More than a boutique, Casa Acqua di Parma embodies a vision of luxury deeply rooted in authenticity and artistic creation. The Parlapiano space – an area dedicated to soft voices and calm – is a perfect illustration of this. A veritable showcase for Artigianato Artistico, it welcomes emerging artists and designers who share the House’s values of transmission, modernity and artisanal excellence.

This commitment to openness makes the boutique a living space. In perpetual dialogue between past and present, the product becomes a pretext for a cultural and emotional experience. This approach is consistent with the very history of Acqua di Parma, founded at the beginning of the 20th century by Baron Carlo Magnani as a perfume for insiders, far removed from the logic of mass marketing.

📍205 rue Saint Honoré, 75001

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