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Parma Città del Profumo 2020

Yesterday 5 December 2019 the press conference was held to present the projet: “PARMA the city of PERFUME”, an event designed to rediscover Parma as a more open, modern and contemporary city through a story that began in 1816 and which continues to the present day, projecting itself towards the future.

Pusterla 1880 thanks to Cavalieri & Amoretti has the opportunity to participate as a partner in the realization of this event which aims to tell two hundred years of professionalism and entrepreneurial competence that have made the city of Parma an important center that revolves around the world of international perfumery, creating a chain of companies producing fragrances, but also specialized in glassware, printing, paper converting and packaging.

A complete supply chain that makes our territory unique in Italy.

On the one hand CNA Parma, an association that focuses on the know-how, work and creativity of craftsmen and on the other Mouillettes & Co that created the project. Mouillettes & Co is a unique reality in Italy that develops training and consulting paths related to the world of smell, to which we owe the creative spark that led to the birth of “PARMA the city of PERFUME.” From this meeting, in collaboration with all the partners and through the story and the images of the protagonists of this chain, this project is born that will develop into two distinct exhibition itineraries: at the Museo Glauco Lombardi (7 December 2019 – 22 March 2020) where the perfumery chain will be highlighted by a historical point of view and then at the APE Parma Museum (1 April 2020 – 30 June 2020) where innovation and modernity of the supply chain will be highlighted.

The rediscovery of the historical identity of the perfumery will be developed in different activities: the guided tours that will start from 8 December 2019 until 30 June 2020 during the weekends inside the two museums, the olfactory routes in the historic center capable of enhancing and rediscovering the places that are the repositories of this heritage such as the botanical garden, the Old Pharmacy San Filippo Neri and the historic perfumeries. The energy, born around this chain, will also create a series of collateral initiatives connected to the exhibitions themselves: olfactory workshops, themed conferences and the possibility of visiting the productions of the companies in the supply chain, a unique and exclusive opportunity to “dive” and discover all that lies behind a “simple” perfume bottle.

Parma, capital of Culture 2020, reaffirms its being also the Capital of Perfume in Italy.