The elegant and luxury Italian brand, Acqua di Parma has opened its first permanent, stand-alone Barbiere in London, as part of the Men’s Designer Street Fashion Department in Selfridges.
Destined to become the reference point in the UK for all admirers of Acqua di Parma, Barbiere is the place where London’s sophisticated male population can now experience the unique and authentic ritual of a traditional Italian shave as well as discover the brand’s entire olfactory universe.
The new Men’s Designer Street Fashion Floor, which was recently expanded by David Chipperfield Architects, is a single space dedicated to art, music and conceptual fashion.
“We are very proud of opening our Barbiere in Selfridges, the world-famous landmark retailer, and even more delighted with its location within such an innovative setting,” said Laura Burdese, President and CEO of Acqua di Parma. “After the successes of the pop-up Barber shops and the barber stations located in our Boutiques, we chose the UK capital and its sophisticated public to create a new retail concept focused exclusively around the world of shaving.”
The entire space exudes a warm and intimate atmosphere and the L-shaped configuration opens out into an enchanting area where clients are welcomed by two authentic barber’s chairs. Every detail is designed to enhance the shaving ritual, a true art that has been handed down through the generations, and that has become a trademark of all Italian men.
The varied and broad list of services is divided into three categories – Shave, Hair and Facials – ranging from the Traditional Italian Shave to the Prestige Shave, and the Express Shave, as well as offering a range of beard grooming and care services. Additional treatments include eyebrow shaping, face peeling and a revitalising treatment for the face and eyes.