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This month, the historic Italian brand Acqua Di Parma is launching its first permanent, stand-alone Barbiere. The new ‘place to be’ in the UK for fans of Acqua di Parma and the authentic Italian ritual of shaving.

I swear by Acqua di Parma perfume, it lasts and yet doesn’t cling to the walls like some duty-free perfume brands. The scent is sophisticated and although it has Italian roots, the scent reminds me of gardens and luxury hotels on the Côte d’Azur. My favourite? Acqua di Parma – Rosa Nobile.

Anyway, for the gents among us, Acqua di Parma is opening its first Barbiere in London, as part of the Men’s Designer Street Fashion Department in Selfridges.

This is a genuinely extraordinary opening: for the very first time, Acqua di Parma will be exporting one of the best-loved features of its Boutiques – Barbiere – making it the focal point of an innovative retail concept.

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 not only experience the unique and authentic ritual of a traditional Italian shave but also discover the brand’s entire olfactory universe.

For its London Barbiere, Acqua di Parma has chosen the ultra-contemporary setting of the new Men’s Designer Street Fashion Floor, which was inaugurated at the concept store in Oxford Street last October. Recently expanded by David Chipperfield Architects, the Men’s Fashion Department is a single space dedicated to art, music and conceptual fashion. The space is an adaptable, continuously changing architecture that integrates stone and marble, lighting systems and even entertainment areas.

“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 as the new Men’s Designer Street Fashion Floor, where the shopping experience provides a host of unexpected delights”, says Laura Burdese, President and CEO of Acqua di Parma “After the successes of the pop-up Barber shops and the massive appreciation shown for 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.” An opening that testifies to the importance of the UK market for the Italian brand and brings the ritual of Italian shaving and the spirit of the brand directly to the heart of London.

Located next to the Designer Room on the Men’s Designer Street Fashion Floor, Barbiere Acqua di Parma instantly appeals consumers thanks to the natural materials and subdued colours used, and the vibrant contrast created by bright and sunny Parma yellow additions.

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. Today, these movements still feel like a rite of passage, calling to mind that moment of complicity between father and son. Consumers will be able to relive this experience while being pampered by the proficient, skilled hands of the Acqua di Parma Barbers, in a soothing and intimate atmosphere where time really does seem to slow down.

The varied and comprehensive list of services is divided into three categories – Shave, Hair and Facials – carefully put together to offer deeply toning and invigorating experiences, ranging from the Traditional Italian Shave to the Prestige Shave for the most demanding clients, and the Express Shave for a quick, basic but always impeccable service. For bearded clients, Acqua di Parma offers a range of beard grooming and care services. Other brand-new services for hair include neck and sideburn trims, haircut adjustments and luxury head shaves. Consumers aiming for an even more relaxed and fresh look can treat themselves to a wide range of services, including eyebrow shaping, face peeling and a revitalising treatment for the face and eyes.

At last, London has a place where men can indulge in such a private and personal routine: Barbiere at Selfridges awaits all those consumers willing to join the time-honoured ritual of a traditional Italian shave.

Disclosure: Our property, service and product reviews are sponsored by the proprietor or brand being appraised. All opinions remain our own and are in no way influenced by the sponsor.