Le Jardin de Russie restaurant at the Hotel de Russie, and the National Museum of 21st-Century Arts (MAXXI)

Rome has a lot to offer the modern traveller beyond classical ruins, and at the heart of this burgeoning contemporary scene is the new Hotel de la Ville. Emma Love sings the city’s praises

When Hotel de la Ville, high above the Spanish Steps in Rome, opens on 23 May 2019, it will be the latest in a wave of cool, contemporary destinations to appear in the capital. Joining Hotel de Russie as part of Rocco Forte Hotels, Hotel de la Ville celebrates the tradition of the European Grand Tour in a thoroughly modern way. Located in an 18th-century palazzo, its decor ranges from Renaissance-inspired busts in the Da Sistina bistro to the decorative patterns of blue-and-white ceramics reinterpreted as a wallpaper print. The spa, courtyard restaurant (with its new take on classic Roman dishes) and the 7th-floor bar with 360-degree views are all set to appeal to a new generation of travellers.

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It’s not only the design of Hotel de la Ville which is inspired by the European Grand Tour: both properties are in the heart of the Eternal City (Hotel de Russie is between Piazza di Spagna and Piazza del Popolo), so visitors are ideally placed to discover off-the-beaten-track gems. For instance, alongside Rome’s ancient wonders there are now a number of art galleries that offer alternative attractions. The National Gallery of Modern Art specialises in 19th and 20th-century works by Italian and international artists; the Museum of Contemporary Art of Rome (MACRO), located in a former warehouse, showcases works created since 1960; and the Zaha Hadid-designed National Museum of 21st-Century Arts (MAXXI) is dedicated to contemporary art and architecture. And there is the Palazzo Rhinoceros, which opened in 2018 as part of Fendi’s non-profit art foundation with its exhibitions, rooftop bar and restaurant.

A grand junior suite at the Hotel de la Ville (above) and the Spanish Steps

Hotel de Russie, named after the Russian Romantic painters who were guests when visiting the city, also blends classical architecture with modern interiors. It has a noteworthy spa, the Stravinskij bar and Le Jardin de Russie restaurant, where in summer tables spill out into the Secret Garden. Near Hotel de la Ville, architecture fans will discover the bizarre 16th- century Palazzo Zuccari, the façade of which features mascherone or grotesque, mask-like mouths around the front door and windows, and the church of Sant’Isidoro where the side chapel houses two 17th-century marble nude female figures designed by Bernini. Covered up by Irish priests in the 19th century, they were unveiled again only in 2002.

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For more contemporary design, there is the Jubilee Church, built in 2003 in the Tor Tre Treste suburb by American architect Richard Meier, and the amphitheatre-like Parco Della Musica by Renzo Piano, where everything from contemporary dance to jazz and film festivals take place. Both hotels can arrange tailor-made experiences for guests, whether they want a behind-the-scenes look at the 19th-century Teatro dell’Opera di Roma or a tour of Monti, the once down-at-heel district now popular for vintage fashion and antiques. All of which demonstrates that this forward-looking city is so much more than its past.

SIX UNMISSABLE ROME EXPERIENCES

1. Behind-the-scenes designer shopping
From a private atelier visit to learning about the craftsmanship that goes into bespoke garments, Hotel de Russie’s ‘Avenue of Style’ experience offers unparalleled access to eleven Italian fashion brands.

2. Private tour of the opera house
Sneak a backstage look at Rome’s most famous classical music venue, the Teatro dell’Opera di Roma, which is resplendent in its 19th-century glory.

3. Cycle the city
Go cycling or jogging with Hotel de Russie’s personal trainer and triathlon world champion Danilo Palmucci, taking in the Villa Borghese gardens and architectural landmarks.

4. Discover a hip art gallery
Former London art dealer Lorcan O’Neill’s eponymous gallery is in a renovated stable in the centre of Rome where his roster of artists includes everyone from Rachel Whiteread and Tracey Emin to Richard Long and Francesco Clemente.

5. See optical illusions at the Trinità dei Monti convent
Go straight to the cloister on the upper floor to see the two large and very rare anamorphic wall paintings.

6. An immersive perfumery experience
Hotel de la Ville’s ‘olfactive itinerary’ is a closed-doors visit to a high-end perfumery, set inside a historic building with original frescos.

For more information visit: roccofortehotels.com

This article was originally published in the Summer 19 Issue.

Model Will Chalker and his family star in the campaign for Acqua Di Parma’s newest fragrance, Colonia Pura

As famous for its striking yellow Art Deco packaging as its ‘colonias’, Acqua di Parma has developed over the years into a lifestyle brand that embodies the romance and artistry of Italian culture. Now under the leadership of new CEO & President, Laura Burdese the LVMH-owned brand is moving in new directions. Following the launch of Colonia Pura, the brand’s latest fragrance, LUX’s Digital Editor Millie Walton speaks to Burdese about the beauty of the Italian lifestyle, working with artisans and the future of luxury.

Acqua di Parma CEO & President Laura Burdese

LUX: All of Acqua di Parma’s products are handmade. How do you maintain a high-level of craftsmanship in the fast paced, technologically driven world?
Laura Burdese: I must admit that matching hand-crafted processes with an always faster time to market, while delivering outstanding products, is not easy at all, but this is our mission. We have some very clear convictions as a brand. We love things made slowly and by hand, so they develop a soul and we cherish the imperfect as the only true form of perfection. We admire the handcrafted, the slightly irregular, the almost perfect. As you may notice, labels on our products are not perfectly applied sometimes, this is because they are applied by hand. So are our iconic rounded hatboxes.

With this in mind, the high-level of craftsmanship resides in the ability to work closely with our artisans since the very inception of a product, controlling each phase of the process and not only the final outcome. I believe this is a very productive and stimulating way to manage the creative process, which let the essence of our products shine through.

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LUX: How does the city of Parma – the birthplace of the brand – continue to inform the company?
Laura Burdese: If you just have a walk in this beautiful Italian city, you can easily recognise that our iconic shade of sunny yellow resonates with the yellow façades of Parma’s historical buildings.

Elegance, beauty, harmony, mastery of craftsmanship: this is what you perceive in Parma and what the brand first experienced in this city, making its own from the very beginning in 1916. More than that, today Parma is a vibrant, lively Italian city, still a source of inspiration for us because here you can truly “smell” the warmth of the most authentic Italian way of life. And I believe that it’s the same spirit you can smell in all our fragrances.

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LUX: How do you see the luxury market developing over the next ten years?
Laura Burdese: It’s a very difficult question. Things are changing so fast nowadays that it’s already difficult to foresee what could happen in 1 or 2 years’ time, nothing is written in stone and 10 years is an eternity. However, I do believe that the luxury market will continue to grow, even if probably at a slower pace, therefore strategy will become paramount. Emerging battlegrounds will be e-business and data management, with the necessity to drive-up investments into luxury, bespoke and taylor made experiences and “lifestyle branding“.

LUX: Acqua di Parma supports many art forms and is culture partner of venues such as the Peggy Guggenheim Foundation in Venice. How do visual arts influence the brand?
Laura Burdese: Acqua di Parma has always supported the best of artistic creativity in all its expressions with publications, partnerships and events. As you properly mention, one particularly prestigious activity is our collaboration with Guggenheim Intrapresæ, a group of companies dedicated to sustaining the Peggy Guggenheim Collection.

We understand the importance of our cultural heritage and we keep considering it as a major source of inspiration in all our creations. In this respect, the values that Acqua di Parma espouses are perfectly reflected in Italian visual arts: the same adventurous spirit and the courage to set aside what is good in order to achieve the best. But also the ability to create styles that resonate with people, that communicate something new, something truthful, allowing the essence of things to shine through.

LUX: Your leather and home collections also promote hand-crafted products. Is it difficult to find traditional artisans nowadays?
Laura Burdese: Honestly, it’s pretty difficult. Making a creative process, such as the artisanal one, also effective and efficient is not simple, but this is how we work. This ambitious objective is possible only if you, as a brand, co-operate closely with your craftsman, motivating them, stimulating them and making them proud to work for you. And I believe this is what give our products such a shining soul.

Acqua di Parma’s latest fragrance, Colonia Pura

LUX: Do you have a favourite fragrance?
Laura Burdese: While I wear different Colonias, depending on the season, I prefer to wear Blu Mediterraneo Fico di Amalfi in summer. Usually I gravitate towards scents that are unisex or more masculine. Lately, I’m in love with Colonia Pura, our new fragrance, a light, modern interpretation of the iconic Acqua di Parma Colonia. True to Colonia, Pura opens with the brand’s signature citrus top notes of crisp bergamot, orange and petit grain. A heart of narcissus, jasmine and coriander, and base of cedar wood and patchouli give Colonia Pura a youthful energy.

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LUX: What’s next for Acqua di Parma?
Laura Burdese: We have always represented the most refined elements of the Italian way of life, but in an understated, discreet way. We are now leading the brand to the next level and keep developing this beautiful Italian story into a global success. Our new fragrance, Colonia Pura, opens a new chapter in the history of Acqua di Parma. Undeniably, Colonia Pura advertising campaign makes a turning point in the way we’ve always communicated. For the first time in our history, we presented an advertising campaign which features a man and his family.

We chose Will Chalker because we believe he embodies the spirit of the brand and conveys a strong yet modern and open masculinity. We were quite fortunate that Will’s family is in the campaign – his wife and young son add a lovely spirit of authenticity and warmth. The campaign images depict Will as a sincere and affectionate father and husband, values that are important in the Italian culture and resonate with the Acqua di Parma client.

As for the next launches, I cannot really reveal our new creations at the moment, but I can assure you they will express the Acqua di Parma personal signature and perfectly embody our brand equity. They will be scents of Italy and scents of life. The ultimate in sophistication: light and simple. Stay tuned.

LUX: How do you relax?
Laura Burdese: I do relax spending time with my kids and my husband. I know it might sound weird, but honestly I have a hectic life and quality time with them is just a gift. We do a lot of sport together, watch movies, talk, share experiences. It’s just about little things that make me feel complete and relaxed!

LUX: What’s the secret to Acqua di Parma’s success?
Laura Burdese: Acqua di Parma is so successful because it is much more than “just” a fragrance brand, it’s a way of life in its most sophisticated form. Our secret has always been moving forward into the future while keeping our DNA intact. We are very proud of our heritage, history and values but we never forget to keep an eye to the future and new generations. Our most important skill and what distinguishes us is the ability to bring style – specifically Italian style – into life.

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