The Milan Scene

Whether photos from Life magazine or an enchanting hotel, here are three things to see while in Milan.

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Outside the Acqua di Parma.

Photo By Courtesy Photo

The Lifestyle area in Acqua di Parma.

Photo By Courtesy Photo


There’s a new treat available in Milan’s golden shopping triangle: Acqua di Parma’s two-week-old boutique on Via Gesù in Milan, on the corner of Via Montenapoleone, offers some exclusive pampering.

“With this new boutique, we wish to conjure up a special place, an elegant, refined mansion in which our customers can rediscover the style and values of the brand with which they identify themselves,” said Gabriella Scarpa, president of the Italian luxury company, known for its array of fragrances, shaving products and cosmetics, and various accessories in terry cloth and leather.

Scarpa added that the new store would serve as a model for additional Acqua di Parma openings worldwide.

The store is outfitted with a minimalist interior featuring a Calacatta marble floor with mosaic inlays, oak parquet, stucco and the brand’s signature yellow. The interior recalls historic buildings in Parma. Architects from Kirei Studio in Paris and JR Studio in Milan worked on the store concept.

To celebrate the Via Gesù opening, Acqua di Parma created a limited edition of its Colonia fragrance — a 6.1-oz. Art Deco bottle with a silver label, presented in a leather case — and a 20-pound Jumbo Cube candle in hand-molded black wax, available for 420 euros ($555 at current exchange).

Customers can enjoy a full range of amenities, from a special barber service in a space dedicated to the brand’s Collezioni Barbiere of shaving products, to hand massages at the Blu Mediterraneo Italian Resort area of the store, and home delivery of products courtesy of the Acqua di Parma yellow Fiat 500.

Acqua di Parma, founded in 1916, has been part of LVMH Moët Hennessy Louis Vuitton since 2001. All of its products are manufactured in Italy, and distributed in 37 countries.

Boutique Acqua di Parma
Via Gesú 1


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