Acqua di Parma unveils new European flagship Casa Acqua di Parma in Paris 

Acqua di Parma has opened the doors of its newest flagship Casa Acqua di Parma at 205 rue Saint-Honoré in Paris. Designed by Dorothée Meilichzon, the store is the Maison’s first in Europe, following the pop-up boutique in Saint-Tropez.  

The new flagship showcases Acqua di Parma’s distinctive visual codes throughout, from  codes signature arches to subtle citrus cues. The Maison’s emblematic yellow is reimagined in a high-gloss lacquer, bringing a sleek, contemporary finish, complementing off-white and beige tones for a vibrant touch of Italy. Wooden totems featuring the iconic shape of the Colonia bottle frame the boutique, appearing on fittings and corners to subtly highlight the Maison’s timeless classic ethos. 

Acqua di Parma collections and new creations are displayed on custom-designed furniture. The candle bar hosts the Home Collection, and paper lamps in the shape of the Colonia Art Déco bottle diffuse soft lighting. Tone-on-tone wall bricks feature the Maison’s emblem for an understated brand element. 

The area in the rear of the store is a more intimate space for personalized consultations, with a focus on bath and body and iconic collections, along with an immersion into the history of Acqua di Parma.  

“We have honored Jean-Michel Frank with a geometric pattern carved into the marmorino on the walls, adding a subtle yet elegant touch. The arches, a strong symbol both in Parisian architecture and Acqua di Parma’s heritage, are thoughtfully integrated into the design. We’ve also crafted unique wooden columns inspired by the iconic bottle, as well as large steles featuring an enlarged version of the bottle, which we’ve transformed into parchment lamps,” says Dorothée Meilichzon.