Acqua di Parma scented Christmas tree in Milan with Pardgroup
Acqua di Parma has always been a symbol of Italian sophistication, understated luxury and craftsmanship. Inspired by tradition, it is constantly evolving to remain relevant and meaningful.
For the first time, the brand has collaborated with Pardgroup to create a very special Christmas tree in the city of Milan to celebrate the most magical time of the year.
Located in one of the hottest areas of the Lombardy capital (Largo La Foppa, just off Corso Como), the Tree celebrates the excellence of Italian craftsmanship, surprising passers-by with its elegance and sophistication.
Pardgroupwasfully involved in the project, responsible not only for the design, manufacture, installation and maintenance of the facility, but also for the overall creative development of the concept and design, supported by AxieLab – the group’s new in-house design studio.
The idea is to reflect on and celebrate the Maison’s core values: the choice of high quality, sustainable materials (mainly pine wood and its derivatives) and handcrafted materials (marbled paper), the interlocking pieces and the eco-friendly production techniques make the Christmas Tree installation an expression of the brand’s typical sophistication combined with its concern for the environment.
More than 8 metres high, the tree is made of wooden panels decorated with a pattern of precious Florentine marbled paper, created by Acqua di Parma in collaboration with ARTEMEST and Bottega Giulio Giannini & Sons for the 2022 Christmas season. An explosion of bright and cheerful colours adorns the panels, creating a festive atmosphere.
The iconic yellow colour, illuminated by energy-efficient LED lights, reflects the colour of Christmas and the warmth of the Italian sun.
That’s not all: the seating at the base of the installation makes the tree a meeting point, facilitating interaction between people who can sit comfortably and enjoy the signature Acqua di Parma fragrances diffused by special devices inside the installation. In fact, up to 10 kilograms of the iconic “Cologne Lights” fragrance is planned for use, to guarantee a delicate yet enveloping scent for the duration of the installation.
The story behind the collaboration between the Maison and ARTEMIST can be explored in depth thanks to the information totem placed in front of the facility.
Admire the magic of the Acqua di Parma tree from 6 December to 8 January.
