Writer Rosa Girona
What scent is evoked by a work of art… a specific painting or a museum room? The Peggy Guggenheim in Venice will now be associated with the historic Italian brand Aqua di Parma by joining forces with Ingerpresae and becoming a patron of this prestigious museum.
There are perfume brands that contribute to the history of art culture, while building their own. This is the case of Aqua di Parma, which has just joined the business group Intrapresae in its commitment to support Italy’s most important modern art museum, the Peggy Guggenheim in Venice.
Spokesperson for Italian style and craftsmanship
Acqua di Parma www.acquadiparma.com is a luxury brand, spokesperson for Italian style and craftsmanship. Whether in the field of music, dance, architecture or photography, not to mention the defense of the Italian landscape heritage, the brand has always supported the best of artistic creativity in its many expressions. And it has done so through editorial publications, partnerships, collaborations and events.
“Art inspires the company, the company makes art live”.
This is the motto of Intrapresæ, the business group that Aqua di Parma has joined to preserve the heritage of the Guggenheim Collection, collaborating in exhibitions and initiatives linked to the priceless heritage of the figurative arts, located in the 18th century architectural jewel of Palazzo Venier dei Leoni, overlooking the Grand Canal, in the heart of Venice, the city of art par excellence.
Guggenheim and Aqua di Parma: same style, same values
Acqua di Parma is fully recognized in art and culture and in the values of its founder, Peggy Guggheneim, with her decisive contribution to the development of the arts in the 20th century, remains an icon of the most enlightened patronage.
The museum offers the public the opportunity to admire works from the Guggenheim Collection – ranging from cubism, surrealism and abstract expressionism to abstract art – as well as masterpieces from the Gianni Mattioli Collection and the Hannelore B. and Rudolph B. Schulhof Collection, in addition to the Nasher Sculpture Garden. The museum also intensively organizes prestigious temporary exhibitions.
“Our brand has always been a patron of art and culture. Our roots go deep into a heritage of incalculable beauty, such as Italian landscapes, cities and art,” says Gabriella Scarpa, President of Acqua di Parma.
Acqua di Parma and the Guggenheim are two excellent realities that share the same style and values. We are delighted to collaborate with one of the most important museums dedicated to contemporary art and one of the major institutions and cultural reference points for the public, both Italian and international”.
