MILAN — Acqua di Parma is getting ready for the summer season. After unveiling a special advertising campaign, opening its first store in Florence and joining Milan Design Week, the brand is continuing to mark its 110th anniversary with a sun-drenched activation in Italy’s Paraggi, a coastal gem located a stone’s throw away from Portofino.
This week, the LVMH Moët Hennessy Louis Vuitton-owned label is opening a seasonal boutique at the luxury resort destination, in a project created in collaboration with Langosteria, the tony seafood restaurant group founded by Enrico Buonocore and backed by the Ruffini family’s Archive Srl.
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“Since 1916, Acqua di Parma has embodied a distinct idea of Italian elegance and ‘Sprezzatura [studied nonchalance].’ On the beach of Paraggi, near Portofino, we found a place of discernment that naturally expresses the values at the heart of the maison: refinement, simplicity and lightness,” said Acqua di Parma’s chief executive officer Giulio Bergamaschi. “It is the ideal setting for our fragrances and for an ‘Art of Living’ collection shaped by craftsmanship and design, created to elevate the everyday.”
In particular, the store, which is open until the end of September, will mirror the interior concept the brand developed with longtime collaborator and designer Dorothée Meilichzon. Discovery tables, bottle-shaped high tables, luminous shelving and sculptural armchairs are featured in the refined space, which is further enriched by artistic touches spanning from Ben Arpea’s “La Terrazza Italiana” series to framed watercolors by Luca Scacchetti that hail from the company’s 2011 archives.
The store will carry seasonal items exclusive to the seaside destination. For example, to celebrate the collaboration with Langosteria, Acqua di Parma will launch a dedicated edit featuring playful artwork that revisits the restaurant’s signature aesthetic with details inspired by Paraggi.
The range includes custom ceramic bottles paired with hand washes and hand lotion refills in the beauty brand’s distinctive Colonia and Buongiorno scents, while its hat-shaped Chapeau candles will come in a version hand-painted by artisans. In addition, a Panama hat crafted in a natural weave and embellished with an orange grosgrain ribbon nodding to Langosteria’s color of preference will be also part of the collection.
These pieces will add to Acqua di Parma’s lifestyle proposition, which is developed under the name “Art of Living.” Objects in the line include the Scacco Matto chess set, the Cincin aperitivo kit, the Tante Luci basket and the Buongiorno picnic basket — all expressing the brand’s philosophy of favoring conviviality and simple daily pleasures.
Other unexpected collaborations will add to the offering. These include a tie-up with Spanish fashion brand La Veste, resulting in new, yellow-hued version of its Pitaya towel dress and Carambola towel shorts — both coming with custom bergamot embroidery.
Acqua di Parma also collaborated with accessory brand Poubel by internet personality The Gstaad Guy, whom it has been affiliated with for a long time. A selection of hand-painted silver charms will nod to Acqua di Parma’s signature Colonia Art Deco bottle and the Fiat 500 Spiaggina car associated with the brand’s activations, in addition to Langosteria’s lobster.
Prices for these capsule collections will range from 100 euros to 990 euros for the Langosteria items, including 150 euros for the Panama hat; between 125 euros and 195 euros for La Veste pieces, and between 70 euros and 260 euros for the ones by Poubel.
The brand is also to unveil another collaboration, this time with Paris-based interior architect and designer Laura Gonzalez. Titled “La Caletta,” the limited-edition collection launching on May 28 focuses on fragrances and candles inspired by quieter coastal moments in Italy and adorned with the vibrant, graphic and organic patterns by the designer, who is known for her work for La Pérouse in Paris and Printemps in New York, and who has been recently commissioned a new project with Belmond in Sicily.
Acqua di Parma’s activation in Paraggi aims to follow into the footsteps of the successful seasonal retail test that the brand first did in Saint-Tropez in 2024 and is confirming this year for its third iteration. Open until Oct. 11, the small yet well-positioned unit in Place des Lices that has attracted both local clientele and tourists was also designed by Meilichzon.
As reported, the company will continue to mark its 110th milestone with an exhibition bowing in Parma in September, before traveling the world in 2027.