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Corpora(r)te: Acqua di Parma


Corpora(r)te: Acqua di Parma
04 dicembre 2015

Acqua di Parma is a patron of Italian culture the world over. Gabriella Scarpa, President of Acqua di Parma, talked to us about some of her company’s cultural projects.


Venice-New York—an axis that one might say Acqua di Parma shares with the Solomon R. Guggenheim Foundation. Uto Ughi at the Teatro la Fenice and Roberto Bolle at New York City Center: two great artists, two great events. How does Acqua di Parma translate the excellence of its brand into a commitment to culture?
Excellence is for Acqua di Parma a determining value, which manifests itself in the search for only the finest materials and in the choice of only the most skillful artisans, and hence the finished product a masterpiece of the Italian creative genius. Excellence means not only competing in the market with a high quality product but also striving to promote excellence as a value. Thus Acqua di Parma has elected to operate in the areas of art and culture. It is with this objective that we encourage and support some of the finest Italian artists working today—of the caliber of Roberto Bolle or of Uto Ughi. These are working partnerships that transcend geographical boundaries, proudly to affirm Acqua di Parma’s commitment to the beauty and the creative powers of Italy before an international audience.


So Acqua di Parma has made a strategic choice to support culture. What are the values it shares with the Peggy Guggenheim Collection and with the Intrapresæ?
Our decision to join the Intrapresæ group, in support of the Peggy Guggenheim Collection, makes perfect sense for a company such as Acqua di Parma, which has traditionally flanked and sustained the best of Italian artistic creativity in its diverse manifestations. Acqua di Parma identifies wholly with the objective of the Intrapresæ, according to which ‘Art inspires Business. Business supports Art.’ A vision which, in a continuous and stimulating exchange between business and culture, entails sharing in the life of the Venice museum. I am indeed firmly convinced that the company does not
have a merely economic function, but is instead and above all a social agent, and as such has a duty to contribute to the improvement of the society in which we live. And this can be accomplished above all through the promotion of art and culture.


I’ll Be There Forever/The Sense of Classic was the first exhibition of contemporary art produced by the Acqua di Parma brand and represented a new evolution of its commitment to the visual arts. Would you tell us more?
Before I’ll Be There Forever/The Sense of Classic, Acqua di Parma had always invested in the classical art, expressing its passion for and ties to a tradition and culture of the beautiful in Italy. But Acqua di Parma, in addition to representing tradition, is also contemporary. And it is for this reason that we chose to enter the field of contemporary art with the maximum of involvement—in other words by curating an exhibition which for one month was hosted in the splendid interiors of Palazzo Cusani in Milan. An exhibition that yet still explored the theme of the classic, so dear to the Italian artistic tradition, but investigated its interpretations in the contemporary through works by some of the most interesting artists on the international scene. It was a complicated project that took more than a year to organize but which resonated with the acclaim of an international audience—more than 11,000 visitors in the course of one month and the critical praise of important international art reviews. One of Acqua di Parma’s many experiences in the field of the arts, of which we are proud.


© Diego Perrone, Untitled, 2015. Commissioned and produced for I’ll Be There Forever / The Sense of Classic