The brand's classic Colonia Acqua di Parma is still considered the epitome of craftsmanship and good taste.
The sophisticated alchemy, which was immediately successful and became an evergreen classic, still offers sensations of incomparable freshness and radiance. Pure joy of life released by the sunny essences of the best Sicilian citrus fruits and a harmonious blend of lavender, rosemary, verbena and damask rose. This is followed by warm woody notes such as vetiver, sandalwood and patchouli. Inimitable accords capable of seduction, oblivious of time and fashion.
The Colonia formula has remained unchanged for almost one hundred years.
The elegant Art Deco bottle, with its distinctive Bakelite stopper, has been an undisputed style icon since 1930. The exquisite craftsmanship is reflected in every detail of the packaging, entirely handmade and marked by the coat of arms of the Duchy of Parma and the yellow that has adorned the city's elegant buildings for decades.
A timeless classic.
The founder, Baron Carlo Magnani.
The best inventions are often inspired by personal passion. So it was with the Colonia perfume that was created a century ago thanks to Baron Carlo Magnani. The Baron had an innate sensitivity for art, culture and good taste. He regularly travelled to London, which in those days was a considerable undertaking, and returned with a number of Burberry-trenchcoats and Church-shoes under the arm...
This adventurous gentleman from a distinguished family in Parma searched for a perfume that would suit his modern and sophisticated lifestyle. Paris, London, New York. However, what he could not find was the one perfume that would complete the overall picture of his refined personal style. Back home in Parma, Magnani delved into the matter and defined the character of his ultimate perfume. He knew it had to be modern and fresh, and with a detailed description he approached a Master Perfumer. In 1916, he decided to create his own cologne, which resulted in the classic Colonia, the very first Acqua di Parma fragrance. From all those travels, he drew inspiration for exclusive fragrances. Lavender, damask rose, lemon, bergamot, orange, but for this first fragrance, the founder of Acqua Di Parma was mainly inspired by his homeland, Italy and the burning sun.
Moreover, all the brand's products are produced in this country by craftsmen who work with the very best materials. Simplicity, elegance, craftsmanship, all these adjectives form the identity of the brand, which reveals its many facets in each of its fragrances.
Meanwhile, Magnani himself drew the strikingly modern flacon and devised the distinctive yellow packaging. The company's logo is the coat of arms of Marie Louise, Duchess of Parmawho reigned from 1816-1847. This is a tribute to her reign and the help she gave to develop Parma's perfume and glass industries.
Colonia, Magnani's own creation, was initially sold exclusively at leading tailors and clothes shops specialising in tailor-made suits.
They sprinkled this cologne on the fabric of the suit. Thus was born the image of Colonia as the ultimate accessory, closely linked to the Italian tradition of elegance and tailoring.
At the time, most commercial perfumes were much stronger and heavier in composition; thus, the unusually light and refreshing fragrance from Parma found great success in Europe.
In the 1930s, the growing popularity of cologne led to an increase in its production and the development of its distribution. The 1930s and 1950s are described as a "golden age" for Acqua di Parma Colonia, which became very successful among members of high society, with a clientele of celebrities.
In the 1950s, Hollywood was enchanted by the style of Italian gentlemen. Many American stars wanted a taste of the Italian Dolce Vita and travelled to Europe more than once to visit this country that captured their imagination. Thanks to these prominent Hollywood actors who were flown in by the great Italian film-makers, they came to love and admire the Italian style they saw in grooming products and barber shops. In between filming, the stars took the opportunity to measure themselves for an authentic Italian tailor-made suit in the chic clothes shops and in the process they got to know Colonia.
Carlo Magnani smelled his chance and created a timeless aroma that not only captured American hearts, but, like a shock wave, conquered and enchanted the whole world. With Acqua di Parma, he did more than produce attractive fragrances; he enabled men to immerse themselves in the Italian lifestyle, to feel like a true gentleman.
A new life.
When the family business was taken over in 1993 by 3 entrepreneurs When the family business was taken over in 1993 by people from the Italian luxury industry, a new era began.
Acqua di Parma was given a second youth and a new look, among other things by expanding the perfume line with incense, candles, household linen and leather accessories.
In 1998, the first Acqua di Parma shop was opened in Milan. It was located in close proximity to a number of boutiques of big names in haute couture and pret-a-porter, including Gucci, Prada and Versace. Today, Acqua di Parma's headquarters are still in Milan. Over the years, the brand has expanded its product range with the introduction of a home collection including bathrobes and towels and leather goods.
2016 - 100 years old
1916-2016. Acqua di Parma is a hundred years old. A century of history in which the brand, now more than ever, has become a world ambassador for Made in Italy thanks to the enduring values that are part of its origins and DNA.
A hundred years of knowledge and understanding of quality of the highest level. One hundred years of rigorous Italian craftsmanship in which Acqua di Parma has always applied the most meticulous manual production techniques. Each of its products is manufactured in individually selected Italian ateliers where the secrets of the trade are passed from generation to generation. Each item is made with patience, time and dedication according to the spirit of the oldest master craftsmanship, using only the most precious materials. Rare essential oils, the purest waxes, woods and precious metals, beautifully tactile and visually appealing leather, quality fabrics.
The greatest care has been taken over the smallest details and finishes, starting with the artisans who create the most exquisite fragrances, to those who craft precious scented candles and leather accessories, from those who create elegant accessories meant for the shaving ritual to the craftsmen who handcraft the boxes and attach each label by hand. By following these traditions, the brand has been consistently bringing new classics to the market for a hundred years. Timeless creations that radiate an innate elegance and a unique exclusivity. The purity of the design, the care for every detail, the most exquisite taste and perfection, a modern and evolved conception of luxury that does not need ostentation, but is recognisable by its eternal refinement.
In collaboration with the luxury Italian jeweller Damiani a limited edition bottle of Colonia is launched.
Exclusively for the English department store Harrods, the Centenary Edition Colonia was produced, limited to just 100 numbered pieces, one for each year of Acqua di Parma's fascinating history. The distinctive woody fragrance is presented in an elegant Art Deco bottle, wrapped in a sterling silver casing designed by Damiani and crafted by skilled Italian jewellers.
Finished with delicate embellishments and refined relief details, this distinctive souvenir piece is sure to be cherished for years to come.
One such unique bottle was sold for £750, the equivalent of over €875.
Thierry Stravers is co-owner of Masonic Store.
He likes to combine his passion for style and elegance with his Masonic activities.
Thierry is the owner of Trenicaa marketing agency and is a board member of Loge Enlightenment No.313 O: Hoofddorp.
