Acqua di Parma opens Paraggi boutique with Langosteria collaborations

Acqua di Parma has turned Paraggi Beach into a seasonal gift address, pairing a Portofino boutique with Langosteria and a tightly edited set of objects that feel made for housewarming tables, yacht lunches and Riviera weekends. The house is framing the space as a place where fragrance, design and the rhythm of summer meet, which is exactly why it lands as more than another warm-weather pop-up.

The new Paraggi boutique sits in one of Italy’s most recognizable coastal settings, between Santa Margherita Ligure and Portofino, and Acqua di Parma is leaning into that visibility rather than softening it. The brand says the store will have an intimate, luminous atmosphere shaped by the vision of Dorothée Meilichzon, a detail that matters because the project is being sold less as retail and more as a total environment. That is the luxury play here: destination, mood and product all folded into one stop.

The merchandise follows that same logic. Alongside fragrance, the edit includes custom ceramic bottles, hand-wash and lotion refills, and hand-painted candles, objects that make far more sense as gifts than standard travel-size purchases. These are the kinds of pieces that work for a gracious host who wants a proper powder-room detail, for a holiday gift that feels personal without becoming precious, or for a client present that signals taste instead of volume. The collaborations with Langosteria, La Veste and Poubel by The Gstaad Guy sharpen that collectible edge, giving the assortment a social life beyond the beach club.

The timing also fits Acqua di Parma’s long habit of treating place as part of the product story. Baron Carlo Magnani founded the house in 1916 as an alternative to opulent perfumes, and the original Colonia remains its hallmark fragrance. The company opened its first boutique in Milan’s Via del Gesù in 1998, then entered LVMH’s portfolio in 2001. Today, that parent company says its Perfumes & Cosmetics division generated $8.7 billion in revenue in 2024, which helps explain why a seasonal Riviera boutique matters inside a much larger luxury machine.

Langosteria Paraggi, the beachside restaurant already anchored in the bay, reopened on Thursday, April 16, for its tenth season, reinforcing Paraggi as a place where dining, hospitality and beach-club culture already overlap. Acqua di Parma is not inventing that world; it is inserting itself into it with more polish, more provenance and a sharper gift proposition.