Acqua di Parma strengthens retail presence with new Milan store

The new Milan store features its famous yellow branding and barber shop services

Luxury beauty brand Acqua di Parma has opened its doors to a new boutique in its home country, Italy.

The new Milan store stands at 100sqft on the city’s Melzi de Cusano Palace, overlooking Via Gesù, and is decorated in the brand’s famous Parma yellow above three arched windows.

Inside, it is said to portray contemporary Italian design that is ‘welcoming, intimate and dynamic’.

Its yellow branding and Colonia and Blu Mediterraneo fragrance marketing materials are displayed throughout.

Citrus fruits, including oranges and lemons, which feature in the scents are also decorated across the space.

Meanwhile, its products are displayed at the centre of the store for customers to test and try.

Another recurring feature for the brand is its in-store barber shop service, which first opened in Selfridges, UK, this year.

At its London Barbiere, visitors can opt for shaves, beard grooming, neck and sideburn trims and eyebrow shaving.

Patricia Grosdemanage, an architect with parent company LVMH, was responsible for designing the space, while Italian architect group Fortebis Group constructed the store.

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