Rome; A symbol of Italian excellence, craftsmanship, and style since 1916, Acqua di Parma is a supporting sponsor of the Italian Pavilion at Expo 2020 Dubai, on behalf of the industry it represents. “Beauty connects People,” the claim Italy chose for its participation in the first Universal Exposition in the Arab world perfectly combines with the values that have distinguished the Italian Maison since its beginnings.
Inside the Pavilion, Beauty is designed as an expression of the Italian genius, as the ever-open journey between tradition and innovation, in which sustainability takes on a central role as modus operandi of every activity. In the same way, for over a century, Acqua di Parma’s purpose has been to preserve and perpetuate the Italian Arte di Vivere, being aware that, to make that possible, the Italian culture, artistic and natural heritage must be protected. Sustainability, in Acqua di Parma’s vision, means preserving the traditions, respecting and renewing them in a dynamic and vital transition between past, present, and future. For the Maison, which has always aimed at preserving the most highly-prized craft processes of Italy’s micro-regions, making the most of their ingredients, perfume encapsulates the quintessence of Italian style.
The experience Acqua di Parma offers inside the Italian Pavilion sees the bright tones of Colonia Futura and the best-loved perfumes of the Maison create a suggestive sensory backdrop in the most exclusive areas of the Pavilion, as well as in the concluding part of the intense immersive experience provided by the whole set design. Right after the Teatro Della Memoria, along a soundproofed path, the Acqua di Parma fragrances titillate the sense of smell, the sense most closely linked with memory. The Maison accompanies visitors in their journey through the Pavilion from the beginning to the end with a memorable conclusion that enhances the values of Italian Beauty.
“For Acqua di Parma, it is a great honor to take part in Expo 2020 Dubai and to represent Italian excellence in the art of fragrances inside Italy’s Pavilion, as the Maison profoundly shares its vision and values. Beauty is a feeling capable of connecting people and it is also the key inspiration of the Italian style that Acqua di Parma has embodied throughout its history to the present day,” says LauraBurdese, President and CEO of Acqua di Parma.
“This dynamic path represents a continuous interaction between tradition and innovation, between memory and future. With a focus on sustainability as a fundamental aspect in the rite of a passage from generation to generation that means giving continuity to the values
of Beauty, pledging to protect the planet now for the future.”
On this occasion, Acqua di Parma will create exclusively for Expo 2020 Dubai, a special edition of Colonia Futura. Consisting of 99%* ingredients of natural origin, Colonia Futura is the signature fragrance of the sustainability journey that started with the Acqua di Parma Futura project, within the scope of the LIFE program of the LVMH Group.