Acqua di Parma Opens New Chapter at Harrods

Acqua di Parma has never been one to blend in. Its latest move—the unveiling of a reimagined retail concept at Harrods, designed by celebrated French interior architect Dorothée Meilichzon—cements its position as a purveyor of elevated elegance with a quietly confident twist. And yes, this new Knightsbridge address is worth your attention.

The Italian grooming house’s corner of the Harrods Beauty Hall has been transformed into something more akin to a refined private members' club than a standard fragrance counter. Think softened glass façades, muted drapery, textured glasswork, and touches of symmetry that speak less to trend and more to timelessness. Meilichzon’s vision draws upon both Italian design codes and British architectural heritage, resulting in a space that feels at once familiar and wholly new.

Men’s style, particularly in grooming, has been shifting. There’s a growing demand not just for quality product, but for environments that reflect the same depth and care. This new concept aligns neatly with that evolution. Traditional terracotta tiles are framed in English-style parquet. A colour palette of Acqua di Parma’s iconic warm yellow is offset by off-white marmorino and the clean minimalism of stainless steel, grounding the experience in heritage with a contemporary finish.

The experience here has clearly been designed with the modern gentleman in mind. The space invites interaction, not transaction. An animation table—complete with inverted arches—introduces the brand’s latest releases, while a dedicated fragrance bar, topped in wood and backed by citrus accents, offers an olfactory deep dive. Whether you’re restocking grooming essentials or discovering a new signature scent, the atmosphere feels closer to a consultation than a sale.

Hidden behind the central backwall is a seating area for private sessions. This space, tailored specifically for Harrods, features armchairs upholstered in Christopher Farr’s ‘Lost and Found Lemon’ fabric and a table with a glass top and citrus peel-effect base. A lemon-yellow glass curtain subtly partitions the area. It’s all very Acqua di Parma: a little indulgent, impeccably considered, and effortlessly chic.

There’s also a practical luxury to be found. An engraving machine in the gifting area lets customers add a personalised detail to their fragrance or candle of choice. It’s a touch that speaks to the brand’s wider ethos—luxury should always feel personal.

To mark the occasion, a curated selection of Art of Living accessories—like the Passepartout Charm Holder and Andiamo Car Diffuser—will be offered exclusively at the Harrods location. These aren't just objets d’art; they’re a nod to Acqua di Parma’s belief in design that travels well.