Acqua di Parma makes a grand return to Paris with the opening of its new flagship boutique at 205 rue Saint-Honoré, marking a significant milestone for the luxury Italian fragrance house. The 1,000-square-foot (93 m²) location at 205 rue Saint-Honoré strategically positions the LVMH-owned brand in what has quickly become a bustling hub for niche perfumeries in the French capital.
The timing couldn’t be better for fragrance lovers exploring the City of Light this spring. Situated among prestigious neighbors such as Byredo, Le Labo, Fragonard and L’Artisan Parfumeur, Acqua di Parma has found its rightful place on one of Paris‘ most prestigious shopping streets. This new venture follows the brand’s previous boutique in the Marais, which was closed during the pandemic.
“The idea was to position ourselves in a central area, and in rue Saint-Honoré there’s the rise of a real hub of niche fragrances. So we couldn’t not be there,” explains the company’s CEO. “We wanted to bring some Italian sunshine to the city.”
The boutique achieves this sunny ambition through thoughtful design that blends Italian warmth with Parisian sophistication. French designer Dorothée Meilichzon reimagined the brand’s signature yellow hue in high-gloss lacquer for a contemporary finish, complemented by off-white and beige tones. Traditional Parisian wood contrasts beautifully with handmade terracotta tiles in salmon and rose for the floors, while stainless steel elements are paired with marmorino walls for a modern edge.
What makes this location unique goes beyond typical retail. The space is divided into two distinct areas – the front showcases Acqua di Parma’s range of products, from fragrances to candles and limited edition artisan pieces, while the back, aptly named “Parlapiano” (meaning “speak softly” in English), functions as a gallery space that will be open to the public for special events.
The artistic program begins with an exhibition of sun-shaped ceramic works by Sicilian artist Antonio Fratantoni to celebrate the launch of the brand’s latest fragrance, Buongiorno. The show coincides with PAD Paris Design, which runs through Sunday, and continues next week in Milan during the Salone del Mobile.
Custom furniture throughout the boutique reflects the attention to detail. A fragrance bar features smooth wooden arches, while a table has a yellow leather top with carved arched legs. The candle bar, which highlights the home collection, features a cream lacquer finish accented with playful lemon-shaped details. Other whimsical elements include paper lamps shaped like the Colonia bottle and a coffee table with a citrus peel-inspired leg.
The brand’s leadership sees collaborations with designers and artisans as fundamental to enhancing Acqua di Parma’s lifestyle dimension. “In everything we do, we try to bring a human and artisanal dimension, which is very Italian,” notes the CEO. “I see collaborations as conversations where we ask a talent to bring their vision and help us play with our codes.”
Rue Saint-Honoré has become a prime destination for luxury fragrance connoisseurs. In addition to Acqua di Parma, the street will welcome French fragrance house Matière Première at number 306, while Creed will open at number 211. Maison Crivelli plans to arrive later this year at number 314. This concentration of fine perfumeries has established the area as Paris’ definitive fragrance district.
Founded in 1916 when Baron Carlo Magnani commissioned a unique cologne in Parma, Italy, Acqua di Parma has built its reputation on craftsmanship and Italian lifestyle. The original fragrance, Colonia, became popular with bespoke tailors in the 1930s, who spritzed it on bespoke suits before delivering them to high-profile clients.
The Buongiorno fragrance, launched to coincide with the boutique’s opening, adds another chapter to this legacy. Made from the co-distillation of petitgrain and basil, the fragrance opens with notes of lemon, spearmint and rosemary before revealing mandarin leaves in the heart and finishing with cedarwood, amber and white musk.
