Acqua di Parma, the renowned Italian fragrance house, is set to introduce a unique dining kiosk experience in Milan’s Via Palestro, adjacent to Casa Cipriani.
The temporary kiosk, named Acqua di Parma Il Chioschetto, will operate from May 11th to 21st, marking the launch of their limited-edition fragrance, Arancia La Spugnatura, from the ‘’Blu Mediterraneo’’ collection.
Following the success of Acqua di Parma’s temporary café in Milan’s Golden Triangle last year, the LVMH-owned company aims to replicate the experiential format by offering a Sicilian-inspired dining experience. The kiosk will feature local delicacies from 9am to 10pm, including breakfast, lunch, and aperitivos, drawing inspiration from the fragrance’s star ingredient, the Arancia Vaniglia orange from Ribera.
Sicilian chef Filippo La Mantia has curated a bespoke menu that mirrors the olfactory notes found in the Arancia La Spugnatura fragrance, crafted by master perfumer François Demachy. The scent showcases top notes of mandarin and citrus, a heart of bitter almond and black pepper, and a woody base of cedarwood and musk. The fragrance’s unique feature is the traditional “La Spugnatura” sponging technique used in the manufacturing process, a skill performed by only a few artisans in Italy.
Retailing at 165 euros for a 100-ml bottle, the Arancia La Spugnatura fragrance is housed in a handmade porcelain container in the signature Blu Mediterraneo blue, adorned with white, orange, and golden motifs inspired by the perfume’s ingredients. The label is made from scrap marble quarry powder, and the brand’s iconic cylindrical box is crafted from FSC-certified paper.
Visitors will have the opportunity to explore the craftsmanship behind the fragrance through a series of pre-booked, open-to-public experiences at the Acqua di Parma kiosk. These include “The Art of Perfume” workshop, which delves into the fragrance’s olfactory notes, a “Crafting Ceramics” session for participants to practice painting techniques on ceramic tiles, and “Little Perfumers” creative laboratories for children, curated by Kikolle Lab.
Acqua di Parma has a rich history dating back to 1916 when Baron Carlo Magnani commissioned a perfume artisan to create the original Colonia fragrance. The scent gained international success in the 1950s when tailors used to spritz it on bespoke suits for high-end clients, including Hollywood actors. The brand has since expanded its product offerings, strengthening its aristocratic heritage and Italian lifestyle proposition.
Recently, Acqua di Parma named Giulio Bergamaschi as its new CEO, succeeding Laura Burdese, who joined fellow LVMH-controlled company Bvlgari as Vice President of Marketing and Communication.