Aqua di Parma reinvents the traditional collaboration between artist and brand with young emerging Italian artists
COLLAB, an open laboratory of sharing and exchange, where clients and emerging artists connect through art and scent in an interactive process of co-creating, animates the Maison’s Milanese Boutique in Via Gesù 1 from 4 to 10 April. A special Acqua di Parma initiative in partnership with one of the most important schools of design visual arts and communication in Italy and internationally the Instituto Europeo di Design (IED), where six emerging Italian talents bring six different creative concepts of emotions and colours to life in a collection of 300 unique 180ml pieces from the Colonia Collection. An exclusive opportunity, available both in-store or online, to own collector’s pieces whether for self or as bespoke gifts like no other.
A dynamic artistic exchange full of surprising techniques, visions, and colours that express modern art and visual communication movements through an all-Italian creative lens. Departing from their personal style, the artists created themes rooted in Italian identity, from cultural inspirations to architectural grandeur. Anna Spreafico’s Sky Signs was incepted from the Italian horoscope tradition with elements of the traditional Venetian glassmaking method, Margherita Caspani goes back to gladiator imagery from ancient Rome, reimagining it as a playful encounter between men and wild beasts in Animalia, while Claudia Bernardi highlights an integral part of Italian culture – card games – customising the bottles with symbols from cards in Play With Me. Lucrezia Viperina takes us on a journey across Italian cities, recreating iconic monuments; Sara Brienza explores the mysticism and symbols associated with luck and traditions, while Paolo Moscheni brings together universal emotions of love, hope, and friendship.
The COLLAB project was conceived as a co-creation laboratory. Together with the selected artist and theme, clients can customise their own personal fragrance bottle from the Colonia Collection. With every theme, clients will have the opportunity to add a personal touch to the final product, be it a horoscope symbol with Sky Signs, a Roman number of choices with Animalia, or a bandana with a personal message by Paolo Moscheni. The clients will experience a one-on-one journey to owning a truly one-of-a-kind collector’s piece from start to end.
Bookings are available on acquadiparma.com for one-on-one appointments that will take place at the Maison’s Boutique in Milan, which will be transformed into a real-life creative lab for the week. Within the iconic setting of the boutique, clients can interact with the artist and watch as the creative process unfolds during the co-creation experience. In the spirit of inclusivity and offering clients across Italy and Europe the same engaging experience, the one-on-one appointments can also take place online through an integrated platform on Acqua di Parma’s website. The final personalised product will then be delivered to them. COLLAB reflects the Maison’s values in preserving culture, art, and design while nurturing future generations by providing opportunities for young talents to showcase the beauty of Italy to the worl