In partnership with Acqua di Parma
In an ode to Italian living to coincide with Milan Design Week 2025, ceramicist Antonio Fratantoni is transforming Acqua di Parma’s Via Gesù boutique into a sunshine orchard in the city.
With their golden hues, the Sicilian artisan’s sculptures capture the warmth and energy of morning light, a nod to the spirit of Acqua di Parma’s new Buongiorno Eau de Parfum – with its notes of lemon, spearmint, and rosemary, basil and petitgrain.
Inside the store, Fratantoni’s handcrafted ceramic sun beams down on the bar area, where visitors can bask in what the brand is calling an ‘all-day Buongiorno’ hospitality experience. It’s a chance to ponder the pleasure of an Italian spring morning over a cup of coffee and an Acqua di Parma cannolo pastry.
At the heart of the installation, dappled in more yellow ceramic sunshine, a workshop of potter’s tools, raw materials and specialist machinery continues a narrative of artisan creativity, technique and transformative processes.
Inspired by Buongiorno’s elements of basil and petitgrain, an organic installation by Milan’s floral restaurant Potafiori brings green textures and summertime scents into the mix.
‘Buongiorno captures the essence of Italian elegance, generosity, and optimism,’ says perfumer Emilie Bouge, who created the Acqua di Parma fragrance. ‘It evokes the sun-drenched landscapes of Tuscany.’
Crucial to the fragrance’s olfactory pyramid is the encounter between basil and petitgrain, she adds. ‘This is a harmonious pairing between two elements of nature that aren’t typically found together – petitgrain, from the orange tree’s leaves, and basil, growing close to the ground. This contrast brings a new perspective on naturality, botanical strength,
and greenness. It embodies renewal. A new way to express Acqua di Parma’s signature freshness – not just through citrus, but through aromatic herbs that add an unexpected, yet unmistakably Italian dimension.’
‘Sunrise in the Orchard’ is at Acqua di Parma, Via Gesù 1, 20121 Milan during Milan Design Week, acquadiparma.com/it
Acqua di Parma’s Buongiorno Eau de Parfum is available from €152 for 50ml at acquadiparma.com
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