Acqua di Parma greeted Milan Design Week 2025 with a radiant 'Good Day' imbued with the warmth of the sun.
Acqua di Parma Unveils "Sunrise in the Orchard" Installation during Milan Design Week 2025
Acqua di Parma, the renowned Italian luxury brand, has launched an immersive design event during Milan Design Week 2025. The installation, titled "Sunrise in the Orchard", transforms the brand's flagship store on Via Gesù, Milan, into a sunshine-filled orchard.
The installation serves as a conceptual backdrop for the launch of the brand's new fragrance, Buongiorno Eau de Parfum. This evocative scene features a vintage car, symbolizing a fresh beginning or awakening, and an orchard-themed set that captures the themes of renewal and invigorating energy typical of a sunrise.
A Sensory and Artistic Expression
The significance of "Sunrise in the Orchard" lies in its role as a sensory and artistic expression that complements the new fragrance. The installation visually and atmospherically enhances the brand storytelling, connecting to nature and freshness.
Buongiorno Eau de Parfum: A Fresh and Invigorating Fragrance
The new Buongiorno Eau de Parfum is intended to embody the fresh, uplifting spirit suggested by its name, which means "good morning" in Italian. While the exact fragrance notes are not detailed, the thematic connection suggests a composition inspired by bright, natural, and possibly citrusy or floral orchard scents, meant to evoke a positive start to the day in line with the installation's concept.
The pairing of basil and petitgrain brings a new perspective on naturality, botanical strength, and greenness to the fragrance. According to Emilie Bouge, the perfumer, Buongiorno Eau de Parfum captures Italian elegance, generosity, and optimism.
A Workshop of Artisan Creativity
At the heart of the installation, a workshop showcases potter's tools, raw materials, and specialist machinery, emphasizing artisan creativity, technique, and transformative processes.
Partnership with Antonio Fratantoni and Potafiori
Acqua di Parma has partnered with ceramicist Antonio Fratantoni for the installation, whose golden-hued sculptures symbolize morning light and represent the new Buongiorno Eau de Parfum. Additionally, an organic installation by Potafiori brings green textures and summertime scents into the mix, inspired by Buongiorno's elements of basil and petitgrain.
Visitors to the installation can enjoy a cup of coffee and an Acqua di Parma cannolo pastry while basking in the sunshine orchard atmosphere. The fragrance offers a new way to express Acqua di Parma's signature freshness, not just through citrus, but through aromatic herbs.
The Buongiorno Eau de Parfum is available for purchase from €152 for 50ml at acquadiparma.com. The installation, 'Sunrise in the Orchard', can be visited at Acqua di Parma's Via Gesù boutique during Milan Design Week.
During the Milan Design Week 2025, the lifestyle experience extends beyond the new Buongiorno Eau de Parfum launch, as Aqua di Parma's "Sunrise in the Orchard" installation also offers a fusion of fashion-and-beauty and food-and-drink elements. The installation's workshop showcases home-and-garden inspired potter's tools and machinery, while visitors can sample shopping delights such as coffee and cannolis.
As part of the immersive experience, collaboration with ceramicist Antonio Fratantoni and Potafiori enriches the installation with fashionable, home-garden inspired artistic installations, highlighting the themes of the event and the new fragrance.
