Acqua Di Parma And Poltrona Frau Present The First Designer Car Air Diffuser
Luxferity, 03.05.2021
The first Car Diffuser is created in order to enjoy a refined aesthetic and sensory experience when travelling.
Acqua di Parma, the symbol of the purest Italian style, and Poltrona Frau, synonymous with leather culture, research and design, present the new Car Diffuser, within the Airound collection.
An elegant designer article, devised, like the Smart Home Diffuser, by the multiprizewinning duo of designer GamFratesi, planned in every detail to offer an allround sensory experience. The result is a new original expression of the affinity of values between Acqua di Parma and Poltrona Frau, that for over 100 years have shared the passion for top craftsmanship and the ability to create new classic products.
The two historic Maisons, designed from the start in a modern style, meet the most sophisticated and up-to-date travel requirements. In a scenario where, thanks to technology, it is possible to telephone, listen to music, work or listen to an audio book, even while driving, there is the desire to experience inside the car a pleasant comfortable sensory atmosphere.
The new Car Diffuser combines formal purity, high-performance materials and unique scented compositions. Its circular shape recalls the iconic boxes of Acqua di Parma and is enhanced by the essential light design of the two parts that form it. The leather case in highly-prized PELLE FRAU®, with hot-printed logos of “Acqua di Parma” and “Poltrona Frau”, and the inside part that contains the refills of the Maison’s fragrances.
Both the mounting and the operation are simple and intuitive. The diffuser is easily attached to the car’s ventilation grille by means of a convenient magnetic support. By positioning the cursor to “On” and activating the car’s ventilation system, the cold diffusion of the fragrance is started by means of the air circulation in the Diffuser’s grilles. The various perfumes encapsulated in special polymer-based alcohol-free and solvent-free “pearls”, contained in turn in the refills that can be replaced at any time, by choosing the favourite perfume for each trip and journey.
Materials and colours extend and complete the sensory nature of the Car Diffuser. The covering in PELLE FRAU®, thanks to special workmanship and selected covers, has all the characteristics of safety and durability required by the car industry and keeps its exceptional softness and beauty intact. In the choice of colours of yellow, dark grey and brown, the leather case goes together in harmony with the inside in grey, to satisfy all styles.
Tactile and visual emotions that combine with the radiant freshness of the fragrances of the Acqua di Parma Home Collection. It is possible to load the Diffuser, choosing from nine compositions of the Maison. Luce di Colonia, Buongiorno, La Casa sul Lago, Oh, l’Amore, Aperitivo in Terrazza and Profumi dell’Orto, evocative of the most typical Italian moments. Arancia di Capri, Fico d’Amalfi, Mirto di Panarea, to find the breath of the magnificent landscapes of the Italian also when travelling. Original perfume suggestions also for the Milan fragrance, with the Poltrona Frau signature, and evocative with its modern sophisticated tones of the design capital.
A bright Italian style also for the Car Diffuser pack. The Maison’s iconic Parma yellow box, made of high-quality FSC-certified cardboard, displays on the label made of scrap powder from marble quarries the two logos “Poltrona Frau” and “Acqua di Parma”. Housed inside the elegant container made of soft darkest grey fabric is the Diffuser. The boxes of scented refills, to be chosen separately, are essential and elegant.
“Together with Poltrona Frau we have developed an interesting and successful project like the Smart Home Diffuser. It was natural, therefore, to continue with this creative co-operation to launch the new Car Diffuser. An article which, in tune with modern travel requirements, becomes an original and very carefully created synthesis between design, top craftsmanship and the art of Italian living, which can be breathed with the fragrances of our Home Collection. In this case, we’ve also entrusted the project to the sensitivity of GamFratesi, with the aim of bringing into a space like the interior of a car, where people spend a large part of the day, a unique multi-sensory experience”, says Laura Burdese, President and CEO and Acqua di Parma.
“Following the creation of the Home Diffuser - says Nicola Coropulis, CEO of Poltrona Frau - we decided to extend our collection, picturing a variation for the car world. Like its namesake for the home, the Car Diffuser is at the same time functional and decorative, a symbol of uniqueness and innovation as well as design and technology. Through Poltrona Frau Interiors in Motion we’ve been linked to the car industry for over thirty years now, committed to creating leather interiors for leading car manufacturers all over the world. Together with Acqua di Parma, we’re extremely proud to present a product expressly designed for this sector, a further symbol of the top-class craftsmanship of Poltrona Frau”.
The Acqua di Parma perfumes to choose from:
- LUCE DI COLONIA
The inspirational heart of the Home Collection, a fragrance that radiates pure joie de vivre. Its light and sunny aromas celebrate Colonia, the quintessence of Italian style and a symbol of Acqua di Parma’s values from the very beginning. The citrus-scented tones of orange and lemon evoke sun-drenched Italian landscapes. The pure natural ‘Frutti d’Oro’ combine with delicate floral tones and warm scents of precious wood. The perfect essence to please yourself and allow yourself to be wrapped in a bright atmosphere also when travelling.
- BUONGIORNO
The first rays of the sun come in through the window. The breeze stirs the light curtains and brings with it the aromas of mint, lavender and rosemary, together with the green scents of newly-cut grass. Wake up to the freshness of linen sheets and the gentle beauty of countryside aromas. The ideal perfume to find harmonious energy right at the start of the day and go through daily movements in a relaxed way.
- LA CASA SUL LAGO
An Italian lake and a villa overlooking the gently rippling waters. Sensations of peace, given off by a harmonious fragrance. Scents of water mingle with intimate and introspective floral aromas and with the soft, comforting embrace of musk. Graceful and clear, a calm-infusing fragrance. In order to create a widespread and comforting atmosphere also at the wheel, on long and short journeys.
- OH, L’AMORE
The emotion of looking into each other’s eyes and suddenly feeling the passion and warmth that touches the heart. The celebration of a genuine feeling in a dynamic and irresistible fragrance. The strong spiced tones of black pepper and cloves combine with an explosion of amber and creamy tones like benzoin and tonka bean. A perfume that releases a heady sensation of intensity, absolutely perfect when two are travelling together.
- APERITIVO IN TERRAZZA
The ideal fragrance to recall to mind, also during long hours of driving, the pleasure of an enjoyable custom. From the first tones, a light, exciting effect with the sunlit citric aromas of lime, blood orange and grapefruit. The right bitter touch of gentian, together with the warm spicy tones of cinnamon. A perfume that gives off the well-being of a unique convivial moment.
- PROFUMI DELL’ORTO
After the weekend in the country taking care of your own small perfumed paradise, it is time to return to the hectic rhythms of the city and,when on the move in the car, the joy of those very familiar and revitalising scents. A fragrance to relive the intensity of thyme and the freshness of mint, together with the tones of basil. A combination of aromas and the crisp scents of tomato leaves, with the sparkling touch of verbena and the lively spicy scent of pepper. A bright comfortable sensory experience based on a completely Italian moment.
Credits: «Tuala Hjarnø @gamfratesi»
Acqua di Parma has been a leader in the luxury market for over a hundred years, producing real masterpieces of Italian craftsmanship. The brand started in 1916 with the famous COLONIA, the icon of the Maison and its values, celebrating a passion for beauty, attention to detail, an essential and bright elegance, and a contemporary interpretation of the genuine Italian style. Acqua di Parma has been part of the LVMH Group since 2001.
Over the years, the Maison has gone from strength to strength with the creation of other Colonie, the Barbiere, Le Nobili, the Blu Mediterraneo line, the Signatures of the Sun line, and the Home Collection. The Italian style of Colonia and Blu Mediterraneo returns in the Hotel Line, distributed in the most elegant hotels worldwide with 100% recycled plastic packaging. All of the lines are rigorously manufactured in Italy and distributed in Europe, Asia, the United States and the Middle East.
Acqua di Parma promotes Acqua di Parma Futura, an environmental and social policy set up within the criteria of the LIFE initiative – LVMH Initiatives For the Environment. Acqua di Parma Futura organises and broadens its commitment to art, culture and the natural world in Italy, which the Maison has followed since it was founded. Acqua di Parma Futura’s environmental and social policies involve five areas: Products, People, Climate, Processes and Community. This holistic view aims to preserve the art of Italian living for future generations.
Poltrona Frau. Founded in 1912, more than a century of life and the culture of leather, its chosen material. A key player in high-end Made in Italy home furnishings and a worldwide ambassador of Italian excellence. Today, Poltrona Frau, always following its own identity and values, is part of the Haworth Group, an American holding company and leader in office furnishings. From the beginning, research has been in its DNA. The urge to invent ever new shapes, construction techniques, and languages. Timeless items that express universal elegance while also being intimate and personal. From Chester and Vanity Fair, designed by founder Renzo Frau, to Dezza by Gio Ponti and Titanio, a project by Pierluigi Cerri, and the company’s first Compasso d’Oro award. Up to current achievements such as collections designed by Jean-Marie Massaud, Ludovica+Roberto Palomba, Roberto Lazzeroni, GamFratesi, and Neri&Hu. The Residential division, with projects designed every year by major talents in contemporary design, is completed with the Icone collection. Historical, often original items by forgotten or little-known masters. Poltrona Frau brings this excellence to light, breathing new life into it through careful philological reconstruction while updating it with respect for its past. Today, as always, Poltrona Frau is recognised for its know-how, intended as the intelligence of its workers’ hands. Thought and passion. Ingenuity and imagination. Design, manual ability, and construction rigour. A heritage of knowledge centred on leather. Elegant, impeccable living through the most detailed manufacturing of historical and modern icons by Poltrona Frau.
