Located at Raffles City Shopping Centre, one can now immerse in the yellow sun, soul and style of the Italian brand’s first standalone Boutique in Singapore.
Like storied brands and historical Houses, Acqua di Parma knows that time is taken to create something beautiful. To be relevant in today’s times what with the fast-moving pace of digital news and the booming economy of beauty means that the Maison, staying true to its core, has to have one eye looking towards the future and one glancing back into the past.
The latter, is a reference to the Italian chic classic charm of their products. Every fragrance and its flacon is still made slowly and by hand with even its labels applied by hand. Within its waters, olfactory notes that have created an instantly recognisable DNA like herby freshness, zesty citruses, and bright florals.
As for the future, like its story itself — morphing from a fragrance House to a luxury lifestyle Maison — means that its next move just got even better. One can call it economic Darwinism: with the dearth of physical stores in Singapore, Acqua di Parma has decided to open one in Raffles City Shopping Centre by doubling down on what consumers now want. An analog shopping experience.
Far from just a perfunctory place to purchase an Acqua di Parma product (it must be said though, that the Boutique is the entire universe of the Maison), the Boutique addresses the most persnickety or casual of shoppers. The former will appreciate the subtle references to everything under the Italian sun. Stunning Italian landscapes come to life with grooved wood panels, a wall with a fresco featuring the Golden Fruits of Colonia, and a travertine counter where they can personalise and monogram the packaging of their purchases.
If one wants us to get specific, the Boutique measures 92 square metres: a sprawling space where icons of Acqua di Parma like Colonias, Signatures of the Sun and Blu Mediterraneo shine like sun rays upon the sea.
As for the casual or simply, people who are just here to purchase something, the expanse of the Boutique encourages one to explore it without difficulty. Start at the entrance patio, make one’s way around a room to admire everything, and finally head to the cash register with a purchase in his hands. A pit-stop however, is highly encouraged. One should tinker with the interactive Fragrance Finder, flacons that light up and respond to one’s touch before a recommended fragrance appears on the screen.
The Italian Mediterranean comes to life in high definition, a video wall in the middle of the fresco encourages one’s eyes to travel mid-shopping.
Like what we mentioned above about an analog shopping experience, the Acqua di Parma Boutique houses a Barbiere, the Italian word for a barber. Characterised with ribbed wood furniture pieces, soft but flattering lights, and an old-world barber armchair, the services include having one’s hair sharply tapered the traditional way, a fresh shave on one’s face, and of course, any of Acqua di Parma’s facial products applied post-service.
And even if one could not find a fragrance for himself, pick up a candle for himself to scent his home beautifully. That is real living in today’s times.
The Acqua di Parma boutique is located at Raffles City Shopping Centre with its unit number being 01-07. It opens every day from 10.30am to nine pm.
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