Published on Februar 20th, 2014 | by Daniel
Acqua di Parma – the scent of the italian soul
If you think about, how italy looks like, you may think about Florence, Venice , Rome, Milan, the boot-shaped country, its amazing countryside, coastline and islands. Not to forget about those iconic clothing brands, like our beloved partner Aeronautica Militare. For us automotive heads, first thing is the Emilia Romagna, which pops up in our petrolsoaked brains. Then think about, how italy sounds like. Aspiring and vibrant V8, V10 and V12 engines, which we adore that much. The sound is lamenting, angry and aggressive. Friends of art and music are close to paradise too. Next thing, imagine how Italy tastes like. Not just georgous, home-made Pizza and Pasta, think about the specialities which are not just created to be lush and lazy, more to enjoy and to discover another level of food experience. One of our most important sense for happiness and good feelings is our sense of smell. Memories, if bad or good are close to your brain to recall. When we close our eyes and think about, how Italy smells – Acqua di Parma is the first thing which pops up in our mind. Opened up by juicy blood orange, revealing the radiant elegance of jasmine, lavender and rosemary in the heart note. The base note is released with the finest woods such as American cedar and sandalwood. This is the scent of the Italian soul.
In 1916, master perfumers created a new fragrance in a small perfumer’s laboratory in the old town centre of Parma. It was unusually fresh and modern compared to the perfumes of German origin, stronger and more intense, that were then so popular. This was the first real Italian eau de cologne, and it expressed a new sensibility. The most striking thing was the purity of the fragrance produced exclusively with natural ingredients. Over the years, the popularity of Acqua di Parma continued to grow. The iconic Art Deco bottle known and loved today was created in the 1930s and instantly saw Colonia become the perfume of the era. For Acqua di Parma international success came in the 1950s, when Hollywood film stars travelled to Italy and discovered Colonia in highly exclusive tailor shops, where it’s unmistakeable Italian style and elegance was heightened. By the 1960s, Acqua di Parma had become an exclusive, high society perfume house. In 1993 Luca Cordero di Montezemolo (Yes, chairman of Ferrari S.p.A. today), Diego Della Valle and Paolo Borgomanero, worldwide known among most successful Italian entrepeneurs, invested in Acqua di Parma out of their desire to safeguard an ancient Italian tradition. We had the chance to soak up as much a we can during our stay at the Gritti Palace. Check Acqua di Parma for their various range and masterpieces, stylish bottles filled with the Italian soul for your sense of smell.