Retail in Asia


Italian fragrance maison Acqua di Parma’s pop-up café arrives in Seoul

The Italian fragrance brand, Acqua di Parma, renowned for its Italian heritage and Milanese creativity, has brought a touch of Italy to Seoul with the enchanting Acqua di Parma Yellow Café.

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Designed by Dorothée Meilichzon, the café seamlessly blends Italian charm with the vibrant and energetic spirit of Seoul.

“Designing the Acqua di Parma space in Korea was an exploration of cultural synthesis and vibrant aesthetics,” says Meilichzon.

Source: Acqua di Parma/ARR

“My vision was to build bridges that connect the architectural heritage of Italy, particularly Milanese design, with the dynamic spirit of Korea, especially Seoul. I drew inspiration from the Memphis movement, while paying homage to giant monuments, white stone, arches, vaults, and porticos that speak of timeless beauty. They are all coming together to create a space that is as much a cultural dialogue as it is a design statement.”

Source: Acqua di Parma/ARR

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Nestled at Lotte Avenuel Jamsil B1F, Acqua di Parma Yellow Café transcends the ordinary café experience, offering a captivating immersion into the brand’s distinctive aesthetic and rich heritage.