Acqua di Parma extends a radiant 'Good day' to Milan Design Week 2025
In the heart of Milan during Design Week 2025, Acqua di Parma has created a unique experience with their Sunrise in the Orchard installation at their Via Gesù boutique.
The installation features the new Buongiorno Eau de Parfum, a fragrance that captures the essence of Italian elegance, generosity, and optimism. The scent, created by perfumer Emilie Bouge, offers an unexpected, yet unmistakably Italian dimension to Acqua di Parma’s signature freshness, not just through citrus, but through aromatic herbs such as lemon, spearmint, rosemary, basil, and petitgrain.
The encounter between basil and petitgrain is crucial to the fragrance's olfactory pyramid, and this contrast brings a new perspective on naturality, botanical strength, and greenness. Petitgrain, derived from the orange tree's leaves, and basil, which grows close to the ground, create a harmonious blend that evokes the sun-drenched landscapes of Tuscany.
Visitors to the installation can enjoy a cup of coffee and an Acqua di Parma cannolo pastry while basking in the installation. At the heart of the installation, a workshop of potter's tools, raw materials, and specialist machinery showcases artisan creativity, technique, and transformative processes.
Ceramicist Antonio Fratantoni has partnered with Acqua di Parma for this event, and his sculptures, with golden hues, represent morning light and are a nod to the new Buongiorno Eau de Parfum. Inside the store, Fratantoni's handcrafted ceramic sun beams down on the bar area, offering an 'all-day Buongiorno' hospitality experience.
An organic installation by Potafiori brings green textures and summertime scents into the mix, inspired by the elements of basil and petitgrain in the Buongiorno Eau de Parfum. The Buongiorno Eau de Parfum is available for purchase at acquadiparma.com starting from €152 for 50ml.
While there are no search results that provide any information about Acqua di Parma's "Sunrise in the Orchard" installation during Milan Design Week 2025, it is an event not to be missed for those who appreciate the beauty of Italian artistry and fragrance.
- The unique experience offered by Acqua di Parma at their Via Gesù boutique during Milan Design Week 2025, named "Sunrise in the Orchard," extends beyond fashion-and-beauty, as it showcases home-and-garden elements, such as the organic installation by Potafiori.
- Beyond the fashion-and-beauty aspects of their new fragrance, Buongiorno Eau de Parfum by Acqua di Parma, the aromatic blend of basil and petitgrain brings a fresh, natural lifestyle dimension to the heart of Milan's Design Week 2025, symbolizing the sun-drenched landscapes of Tuscany alongside ceramicist Antonio Fratantoni's golden sculptures.
