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MAGAZINE N°1 2020 FREE COPY PRINTED ON RECYCLED PAPER

THE BRAND OF NATURE AN OLD STORY bear to appear. It’s the symbol of these territories THAT BECOMES and now, the symbol of our perfume. That’s how PERFUME Paride Vitale and Ugo Maria Morosi created PARCO1923 narrates the PARCO1923: years ago, story of millenary woods during a walk in the woods and mysterious owers. A guided by an old park story written by plants ranger, they wondered living in one of the most how to make people feel uncontaminated places in that heady pleasure. It the world: the Abruzzo, took several years of Lazio and Molise National studies on plants and Park. Weather, sun, wind, environment to nd the protective snow, crystal nal formula. Thanks to a clear rivers and streams shore, human care to “PARCO1923 narrates preserve this heritage: all the story of millenary these elements shaped the woods and mysterious centuries-old woods, now recognized as UNESCO flowers.” World Heritage. close study on row PARCO1923 enclosed materials, carried out by their fragrances into its botanical experts and one bottles. You can feel the of the most respected fresh and light scent of noses in the world, laburnum, juniper berries, PARCO1923 is now what honeysuckle and odorous it is: a fragrance approved broom, wild angelica, by a group of park rangers giaggiolo, musk and who recognized the scent nally, at the nal part of of the Abruzzo, Lazio and the olfactory composition, Molise National Park in you’ll feel the beech, a tree that. After the rst that populates almost all olfactory creation, in 2018 woods in the territory and PARCO1923 launched best represents the Park Scarpetta di Venere, a and its traditions. You just fragrance inspired by the have to close your eyes homonymous rare ower and you’ll feel immersed that only blooms for few into a path leading to the weeks in the springtime. forests, where you can feel You could hardly see this the presence of deers, ower but, thanks to hoping for a shy and PARCO1923, you can pacic Marsican brown smell it every day.

MARSICAN THE NATIONAL PARK: A LONG HISTORY BROWN BEAR SPANNING A CENTURY Driving through the paths of Abruzzo, Abruzzo National Park has an old story Lazio and Molise National Park, you can of mountain noblemen, pioneers of easly see a weird sign warning you to be nature conservation and hard ghts careful with bears. So you’d better keep between poaching and preservation. an eye out and try not to hurt or annoy During the XIX century, when the last this undisputed symbol of the valleys. specimen of Marsican brown bear and Marsican brown bear is not just any Appenin chamois lived there, only King animal. It is smaller than other bears Vittorio Emanuele had the permission and there are less than one thousand to hunt in these woods called “hunting specimens living in the National Park. royal reserve”. But the King rarely got Despite what you may think, it has a the chance to hunt and the reserve was quiet character except when you appro- closed after few years. In 1922 a provi- ach some puppies with a mama bear sional directory, chaired by Erminio nearby. Hundreds of people work every Sipari, declared the 12.000 hectares area day to protect and preserve the Marsi- as National Park. In 1923 a decree-law can brown bear. It became the symbol turned it into a state entity. The National of PNALM that reproduced the bear in Park was created to “protect the sylvan its logo with its typical sitting position. beauties and natural treasures” as it’s... continues on page 5 continues on page 6 2 THE OLFACTORY ARCHITECTURE OF ESSENCES - NATIONAL PARK PLANTS AND FLOWERS THE OLFACTORY ARCH

And who could better assist us in identifying the plants 1 2 NATIONAL PARK that properly make that PLANTS AND olfactory experience so “We wanted to unique? Obviously the local FLOWERS botanical experts and the reproduce the park rangers who had worked for years in those sensation you “PARCO1923 tells of a uncontaminated places. unique oral heritage: the With their help, we carried feel while you fragrances from endemic out a close study to nd “the plants and owers growing soul” of PARCO1923 Eau de are immersed within the Abruzzo, Lazio Toilette: a blend of myste- and Molise National Park. rious and unique essences of in a wood in When we started – ve years laburnum, wild juniper, ago – to test the fragrance heady honeysuckle and the Park for our Eau de Toilette – and intense broom. These essen- for all "green" products – we ces are enhanced by the during the wanted to reproduce the benecial and therapeutic sensation you feel while you eects of wild angelica and most are immersed in a wood in iris and, at the end, musk 5 6 the Park during the most and beech, the tree that flourishing ourishing period of the mostly represents the whole year. area, the symbol of the Park period of the and its ancient traditions. If our rst olfactory creation year” “PARCO1923 tells encloses all the essences of wood plants in a bottle, the of a unique floral second one is meant to be a You could hardly see this heritage: the tribute to a great star of ower but, thanks to our Eau these places: Scarpetta di de Perfume, you can feel its fragrances of Venere (lady’s slipper magic every day. The perfu- orchid). It’s a wild orchid, a me is a ower bouquet that endemic plants rare, delicate and shoe-sha- recreates and emphasizes ped ower that lives only for the environment in which and flowers few weeks, between May the orchid lives in springti- growing within the and June, hiding on the me. In addition to laburnum, riverside and feeding on iris and red lily, Scarpetta di National Park their pristine water. We dedi- Venere is enhanced by wild cated our Scarpetta di blueberry e rose hip. At the Abruzzo, Lazio Venere and all the “red” end, as for the Eau de Toilet- 9 10 products to this red-petals te, you can feel beech and and Molise.” ower. You could hardly see musk aroma.

1 TREE MOSS 2 BEECH WOOD 3 IRIS The benevolent It covers over 60% of A rare ower that protector of our plants. these millennial fragile grows on It leads us into the Park forests. You can mountain pastures. If with its notes of clearly smell it at the you just gently sni it, sensual and enchan- end, it closes the you will get lost in its ting undergrowth that perfume with its gentle and persistent evokes strength and strong and impressive perfume, like our security. touch. memories.

7 WILD ANGELICA 78 JUNIPER 9 SCARPETTA DI A ower with a rugged It grows wild on the VENERE and pungent scent. In Abruzzo mountains; LADY’S SLIPPER the past centuries it was it’s used in the local ORCHID believed to extend life cuisine and in Elegant wild orchid and for this reason they traditional with noble red owers sought it along the medicine. It has an and famous for its streams down the impressive aromatic phytotherapeutic and mountains. and balsamic homeopathic strength. properties.

Hedges of owers nearby Pescasseroli, in the heart of the Abruzzo, Lazio and Molise National Park. THE OLFACTORY ARCHITECTURE OF ESSENCES - FLORAL HERITAGE & SCARPETTA DI VENERE 3 THE OLFACTORY ARCH ITECTURE OF ESSENCES

3 4 THE FLORAL HERITAGE

“In the wonderful green oasis that today is than 60% of the entire surface of the Park the Abruzzo National Park, the visitor is and compete to create a landscape full of delighted by a great richness of plants, a colors that varies with the passing of superb and luxuriant vegetation”. With seasons. Their shape and size vary accor- these words, the famous botanist Romual- ding to altitude, age and fertility soil condi- do Pirotta celebrated, at the beginning of tions. The abundant bedding plays an the last century, the beauty of Park moun- important role in thermoregulatory action: tain ora, a botanical presidium of univer- sal value. With more than two thousand dierent plant species, the ora of the park is rich and varied. Among the oristic pecu- “In the wonderful liarities, the iris stands out (Iris marsica). It grows only in some places and blooms between May and June. Particularly conspi- green oasis that cuous are: the red lily (Lilium bulbiferum today is the Abruzzo 7 8 croceum), on sunny and dry slopes, the martagon lily (Lilium martagon), which grows in less dense beech woods, aquile- National Park, the gia (Aquilegia ottonis), abundant in pastu- res and uncultivated lands, the Apennine visitor is delighted by gentian (Gentiana dinarica), of an intense blue color. There are also several and color- a great richness of ful orchids but among them Scarpetta di Venere (Cypripedium calceolus) is the most plants, a superb and beautiful, rare and large one. The vegetal landscape of the Park mostly consists of beech forests: the scientic name of this luxuriant vegetation” species, Fagus syIvatica, recalls the sponta- neous origin of this species in the Apenni- ne mountains, where the presence of during the summer it keeps the soil wet beech trees dates back to dozens of centu- and prevent it from drying, while in the ries ago. The beech is indeed the most winter it protects it from frost. In addition, common tree in the park and it generally its helps to enrich the soil of humus throu- grows between 900 and 1,800 meters gh its decomposition provoked by insects above sea level. Beech woods occupy more and microorganisms activity. 11 12 SCARPETTA DI VENERE (LADY’S SLIPPER ORCHID)

Scarpetta di Venere (Lady’s slipper orchid) and stained it. Before they could take it, it is a rare, precious and wild orchid that turned into a ower whose main petal or blooms in the mountains of the park “labello” was shaped like a shoe, in gold between May and June. Its blooming lasts color, just like the goddess’ one. Scarpetta only few weeks and this makes it even di Venere is also known for its phytothera- more precious so that you should choose peutic properties. Thanks to its sedative the very right moment to go looking for it action, it is used as natural method to into the woods. You can nd it in few counteract the states of anxiety. specic places and in bushes of a breathta- king beauty. In blooming time, many hikers use to climb the paths to religiously contemplate this show. They stay silent, trying not to disturb, as if every step and 4 ODOROUS BROOM 5 LABURNUM 6 HONEYSUCKLE every breath could ruin these wonderful With a rich and opulent Called “golden It was the Art Nouveau creatures standing there, nearly aware of fragrance, it grows rain” for its shape, manifesto, thanks to its full-bodied and clearly with a heady scent, elegance. Medicinal their beauty. The name comes from the visible thanks to its it is a poisonous ower, with sweet and Greek "Paphinia" goddess of Paphos (city warm and gold color. It plant for humans. It delicate scent, it is on Cyprus island) Aphrodite e "Pedilon" reminds honey and is used by witches placed on maidens’ beeswax, both in color in their magic pillow to inspire dreams which means sandal or shoe, for the parti- than in perfume. rituals. of love. cular shape of the ower, which precisely looks like a woman's shoe. Aphrodite is

10 RED LILY 11 WILD BLUEBERRY 12 ROSE HIP called Venus by the Latins and she is the Big plant with large Also known as bilberry, it Spontaneous species Goddess of love and beauty. Legends tell and red-and-oran- is a plant from the belonging to Rosaceae ge-colored owers. It Ericaceae botanical family family. Thanks to its that on day Venus and Adonis were lives along the that gives small fruits at anti-in ammatory e walking together and were surprised by a meadow and sunny the end of summer. These vitaminizing properties slopes up to berries are highly valued it was used as a violent thunderstorm. They sought shel- considerable for their properties and traditional remedy for ter, but the small space and the desire to altitudes. Its name they were used in folk respiratory problems. It staying close made the goddess lose her comes from the medicine. Because of its is a natural source of presence of small beauty and elegance, vitamin C. shoe. After the storm they looked for the round bulbs on Greeks thought it was shoe, but they couldn’t nd it as in leaves insertion. born from gods. meanwhile a "mortal" had run to pick it up Scarpetta di Venere (Lady’s slipper orchid) photo parco1923.com ABRUZZO, LAZIO AND MOLISE NATIONAL PARK - OLD-GROWTH FORESTS & MARSICAN BROWN BEAR 5

"The Old-Grow th Forests are UNESCO World Heritage since 2017"

On the left side a view from above of the Old-Growth Forests of the “Coppo del Principe”. Below, a specimen of an adult Marsican bear with its cubs. OLD-GROWTH FORESTS There’s a secret and impervious Heritage Site in 2017 together with Hemisphere. Once escaped the make people feel the emotion of place, overlooking the valleys, the old-growth Forests of the human ax, these forests survived that olfactory sensation” Paride where few men ventured into. Abruzzo, Lazio and Molise National on ounces and clis and repre- Vitale – PARCO1923 founder – A place where the inhabitants are Park. sent the highest example of biodi- said. more than six hundred years old The term "old-growth" refers to the versity: once dead, the old trees but still in perfect health: the beech way the trees born and die in the turn into a home, refuge or food for trees. They populate "Coppo del forests without any intervention of dierent and mysterious animal “There’s a secret and Principe" place, so called in honor men. These places are too inacces- and vegetable species. According impervious place, of Prince Amedeo of Savoy, who sible to be modied and invaded to scholars, the Old-Growth Forests loved walking around those by man. These woods already pervade visitors with a scent of overlooking the valleys, uncontaminated lands. After a existed before Middle Ages, and untouched nature in uenced by long process of recognition, this their beech trees are the oldest in seasons changes and its intense where few men place became a UNESCO World Europe and in the entire Northern life. “Maybe one day we could ventured into.” THE MARSICAN BEAR

Driving through the paths of bags for the bears, hence the name Abruzzo, Lazio and Molise National of the typical Abruzzi cake “Pan Park, you can easly see a weird sign dell’Orso”. warning you to be careful with bears. So you’d better keep an eye out and try not to hurt or annoy “Hundreds of this undisputed symbol of the valleys. Marsican brown bear is not people work every just any animal. It is smaller than other bears and there are less than day to protect and one thousand specimens living in preserve the the National Park. Despite what you may think, it has a quiet Marsican brown character except when you appro- ach some puppies with a mama bear. It became bear nearby. Hundreds of people work every day to protect and the symbol of preserve the Marsican brown bear. PNALM that It became the symbol of PNALM that reproduced the bear in its logo reproduced the with its typical sitting position. A Marsican brown bear lives thirty- bear in its logo ve-forty years on average, it’s shy and prefers solitude but, at certain with its typical times of the year, you could be sitting position” lucky to spot it wandering through the streets of the villages within the protected area. Although it’s omnivorous, it’s greedy of wild Marsican brown bear is also the berries and peacefully coexists symbol of PARCO1923: in its logo with man. They say that shepherds the animal is drawn in gold while it used to take some bread in their walks undisturbed. 6 ABRUZZO, LAZIO AND MOLISE NATIONAL PARK - HISTORY THE NATIONAL PARK A story spanning a century Abruzzo National Park has an old story of mountain noblemen, pioneers of nature “It extends for more conservation and hard ghts between poaching and preservation. During the than 50.000 hectares XIX century, when the last specimen of Marsican brown bear and Appenin among mountains, chamois lived there, only King Vittorio wild valleys, forests, Emanuele had the permission to hunt in these woods called “hunting royal reser- prairies, rivers, ve”. But the King rarely got the chance to hunt and the reserve was closed after few streams and lakes.” years. In 1922 a provisional directory, It extends for more than 50.000 hectares chaired by Erminio Sipari, declared the among mountains, wild valleys, forests, 12.000 hectares area as National Park. In prairies, rivers, streams and lakes: a home 1923 a decree-law turned it into a state for thousands of animal species like the “Abruzzo National Park is the oldest Marsican brown bear, Apennine chamois, wolves, deers, golden eagles. Here you in Italy, together with Gran Paradiso, can nd more than two thousand species and it’s preparing to celebrate its first of plants. The most representative and glorious century of life” rare became the heart of PARCO1923 fragrances. Coppo del Principe

Legend tells that the famous and powerful Sipari family gave the King the permission to hunt within their properties. As that gift seemed to be very appreciated by the King – an expert hunter – other noble families who lived in the Alta Val di Sangro gave the Royal Family that same right. The local noblemen organized a hunting trip to celebrate the opening of the new huge royal reserve and they invited the Prince of Savoy. At the end of the hunting the Prince was so tired that he took a rest on a beech tree stump. Since then that area has known as “Coppo del Principe”. Laying on that stump and immersed into the wild nature, the olfactory expe- rience he felt was stuck in his memories and enri- ched by the scent of those places, so dierent from what he knew, whose values is internationally reco- gnized.

entity. The National Park was created to Up here: Erminio Sipari “protect the sylvan beauties and natural sitting on the left . At the top right: the treasures” as it’s carved on the Bear foun- rst logo of Abruzzo tain in Pescasseroli, where the solemn National Park. opening ceremony took place. The park is On the lower right: an the result of the commitment of many old photo from the Park noble characters as Erminio Sipari, cousin Ente Autonomo of the famous philosopher Benedetto archives. Croce, who exposed themselves to protect the territory. parco1923.com 8 PARCO1923 STRONG AND GENTLE SOUL  FINE MATERIALS & MADE IN ITALY

FINE MATERIALS & MADE IN ITALY PARCO1923 STRONG AND GENTLE SOUL

The materials come PARCO1923 has two prepare a relaxing bath from places that man souls: the former is and it cleans the skin wisely decided to “PARCO1923 strong, fresh and pun- without damaging it. preserve, directly from gent like the mountain PARCO1923 Nouri- Nature where man is the air, the latter is gentle, shing Hand/Body could nd his inspira- expression owered and delicate Cream is essential to tion, places of a supe- like Scarpetta di Venere deeply nourish the skin rior beauty. It’s a story of Made in (lady’s slipper) petals. rich of woods and wild From these two com- animals, mountains Italy ” plementary worlds two “The “green” and streams. But man product lines were gave his contribution created: green line and products, with by creating products PARCO1923 is the red line. The “green” and artifacts permea- expression of Made in products, with Eau de Eau de Toilette ted with candor and Italy in its several forms. Toilette fresh notes, fresh notes, authenticity of the The perfume binds to give the sensation of territory. rock and leather: the wondering into a thick give the PARCO1923 represen- two materials that and lush forest. The ts, in Abruzzo, a small characterize PARCO1923 Home Line, characteri- sensation of production chain of the collection. The precious zed by the Room wondering into famous Made in Italy leather is processed Spray and the Classic artisanship and exports and carved in an old Home Fragrance. They a thick and lush worldwide the essen- workshop in Pescasse- bring the enchanting ces of the Abruzzi land roli, the beating heart scent of woods in your forest.” enclosed in ne mate- of the Park. This house or oce. rials bottles shaped by process assures quality The brand best seller, artisans in their old and, above all, unique- the Exfoliating Clean- thanks to the rose hip workshops. For this ness. The classic-style ser, is inspired by a extract – rich in vitamin reason PARCO1923 is beauty cases and purifying ablution into C – a powerful natural more than a perfume: it travel-kit may seem all a mountain spring and antioxidant that ghts satises the nose by similar but they are it gently puries the skin aging. Then the giving a complex and unique pieces. Each of skin thanks to its gent- unmissable Perfumed unique sensorial expe- them keeps its own le-stone micro-granu- Soap that gives the rience and it reprodu- peculiarity given by the les. The Gentle Body sensation of a delicate ces the elegance of its unique and unrepea- Wash, born from an caress, evoking the essences even in the table cut of the craft- ancient apothecary freshness of woods and bottles. sman who shaped it. recipe, can be used to owers. The result? What may appear as a little mista- ke, actually is an angle “The materials of beauty. Then there’s come from the stone: the Gentle Stone. Its porous and places that clay composition makes it easy to shape man wisely and that’s why it has innite uses: from old decided to churches capitals to the preserve, modern and brilliant one. directly from In PARCO1923 perfu- me, Gentle Stone is Nature where ring-shaped and used in all the bottles, at the man could base of the dispenser. find his In this way it captures, absorbs and slowly inspiration, releases all the fragran- ce drops that would be places of a lost. The elegant ring is removable and usable superior to bring the Park beauty.” aromas essence where- ver you want. PARCO1923 STRONG AND GENTLE SOUL - PARCO1923 COLLECTION 9

PARCO1923 PARCO1923 STRONG AND GENTLE SOUL COLLECTION

PARCO1923 created a Scarpetta di Venere Eau PARCO1923 is not just Travel Kit for frequent de Parfum – the a perfume, it’s a way to travelers. The ne precious red/bordeax feel close to nature, “PARCO1923 leather case is handma- orchid that inspired the animals and moun- is not just a de by local craftsmen line. The delicate perfu- tains. The collection is and it contains me of this rare orchid dedicated to the perfume, it’s a everything you need characterizes the Puri- golden bear and is during any kind of trip, fying Body Wash. With addressed to natu- way to feel an adventure or a wild blueberry and rose ral-style lovers. relaxing weekend, with hip extracts - natural PARCO1923 combines close to all the perfumes of the antioxidants – it helps elegance and simplicity nature.” woods. The set to ght free radicals. to a casual attire with contains ve products The Exfoliating Hand three clothes “signed” from PARCO1923 line Cleanser regenerates by the Bear track. The As true mountain in 40ml format. the skin thanks to the white short-sleeves lovers we couldn’t miss Gentle Stone t-shirt, 100% cotton the most important micro-granules, for a made in Italy, the accessory: PARCO1923 “The “red” deep cleansing and comfortable and stylish ski, born from the colla- products velvety hands. The crewneck sweatshirt, boration with ZEROSKI, exfoliating action 100% cotton and avai- the Italian ski artisans. come from stimulates the cell lable in white, green The combination of the turnover and prepares and black. It’s perfect in materials chosen for the sweet and the skin for the active every season and it the internal structure ingredients of the Red perfectly matches a and the solid wood distinct notes Lily that helps to sporty or casual style core in Okumè enhance soothe irritated skin. always in an original their elasticity and of Scarpetta What could not be way. A warm and enve- assure safety and preci- missed is the delicate loping hat, in wool, sion on every trails. A di Venere Body Milk that gently perfect to face the unique and precious Eau de moisturizes the skin. winter season. For object. Who knows The rose hip extract is classic people and mountain life, knows Parfum.” one of the most power- mountain-style lovers that a truck is the ful natural sources of PARCO1923 proposes perfect partner to reach vitamin C and, combi- four unique accesso- any places. You can The “red” products ned with wild blueber- ries. An elegant and make your truck unique come from the sweet ry extract, it increases essential mug, perfect and original with an and distinct notes of skin elasticity. to enjoy your relax exclusive spare wheel moments during a cold cover, an unmissable day with a warm tea. accessory of Then there is an exclu- PARCO1923 collection. sive beauty case, hand- made by craftsmen in Abruzzo in 100% real “PARCO1923 leather. It contains everything you need combines for your trip and is fundamental to have elegance and everything in the right place as it can be simplicity to a placed in every corner casual attire of your suitcase. Green colored like the Park with three and soft like the fur of a bear, PARCO1923 clothes bathrobe, woven and sewn in Italy in pure “signed” by cotton, represents an elegant choice, as in the Bear the best artisan tradi- tion. track.” 10 PARCO1923 FAMILY - PARCO1923 PLACES PARCO1923 PLACES Always committed to promote PARCO1923 was one of the rst spaces you can relive, in a new the Abruzzo region, PARCO1923 “PARCO1923 was one of brands to believe and invest in the and suggestive way, the elegance chose Pescasseroli, a beautiful the first brands to believe city of L'Aquila, which is slowly but of mountain small villages and the village in the heart of the Abruz- vigorously recovering its vitality beauty of enchanting old forests, zo National Park, as the perfect and invest in the city of after the terrible earthquake in the smells and colors of plants and frame for its rst agship store, L'Aquila, which is slowly 2009. endemic owers from which the inaugurated in 2016. but vigorously recovering Both stores have a style the re ects Brand took its natural essences. After few years, in 2019 the the noble soul of PARCO1923 and second monobrand store its vitality after the terrible describe the uniqueness of the opened in the Abruzzo chief earthquake in 2009. ” territory and the preciousness of town. nature. In their nely detailed

PARCO1923, with more than ninety stores in Italy, eighty “PARCO1923 is present abroad and two monobrand stores, carefully selects its part- in more than 90 stores in ners among high level concept Italy, 80 abroad and two stores e niche perfumeries from all over the world. We didn’t choose monobrand stores” the large retail because we want to be connected to prestigious realities that believe in our project and propose PARCO1923 to their own customers as a new story to tell. At the top: PARCO1923 is all over the world monobrand store indoor in in the most exclusive niche perfu- Pescasseroli. On meries in Milan, New York, Rome, the left: the store entrance. Down: Florence, Naples, Venice, Turin, monobrand store London and Paris. indoor in L’Aquila. parco1923.com 12 PARCO1923 IN THE WORLD

A FACE TIME WITH THE ENVIRONMENT PARCO1923 IN MINISTER SERGIO COSTA The symbol of Italian zones" which correspond to the national parks. The law provides PARCO1923 had the privilege of facilities and tax advantages for being chosen by the Minister of the the municipalities in the park areas Environment Sergio Costa as a e for those wishing to open busi- symbol to represent the Italian envi- ness sustainable activities in those ronment conservation and enhance- areas. With ZEA it will be possible ment in the world. to promote sustainable interven- tions within the parks and to create virtuous examples of balan- “PARCO1923: ce between anthropic activities and environmental protection symbol of the Italian which, in perspective, can become environmental a model for other places”. preservation and Minister Sergio Costa, together with founders Ugo Maria Morosi and Paride Vitale, at the inauguration • You are very tied to the Abruz- enhancement in the of the PARCO1923 agship in L'Aquila. zo Lazio and Molise National world” Park. Why?

• Why did you choose PARCO1923 products accompanied PARCO1923 instead of other “I am very tied to this territory the Minister in his ocial trips abroad Minister Sergio Costa with Environment Minister Li Ganjie brands? What struck you more? because I frequented it before where he met his respective collea- in China. entering in the State Forestry gues. In China he met the Minister Li Corps. Visiting the Park is a parti- Ganjie and the Minister of the Envi- "I liked the idea of the brand, the cular experience of deep pleasure ronment, Science and Technology vision that nature can be told and and wellness thanks to the rare Wang Zhigang, to whom he donated lived in many ways, creating, as in the Eau de Toilette PARCO1923. this case, a line of cosmetic species you can nd there such as During his meetings in Greece and products - perfumes, soaps and marsican bears, wolves, golden Finland, Minister Costa honored his more - related to the territory. eagles and the presence of pristine Greek counterpart Tina Birmpili and Indeed, they are inspired from the forests and woods”. the Finnish Minister Krista Mikkonen territory. In this case the perfume with the Eau de Parfum Scarpetta di was created from the aromas of Venere, inspired in its name and Abruzzo, Lazio and Molise National • Abruzzo National Park and fragrance by the homonymous Park. I think it's a nice creative idea Gran Paradiso are close to cele- mountain ower. The Abruzzo, Lazio in a country like ours, so rich in brate their rst century. What is and Molise National Park and its biodiversity". important to celebrate and ancient history thus became the what is the recommendation symbol of the Italian environmental you would make for the next 100 excellence and a unique heritage in • In you professional life you years? the world: the ancient forests of the ght great struggles to preserve Park - where you can nd the oldest nature and territory by whom beech trees in Europe - were decla- endanger its existence. Do you “National parks, and in particular red UNESCO World Heritage in 2017 these two, have a personal value Minister Sergio Costa with the Minister of Science and think it's a won battle? for their global biological value and Science Technology Wang Zhigang. for all of us in terms of memories, ecological importance. beauty and wellness, but they also “Every time we protect the course of represent a cultural heritage rich in a river, we hit the ecoma e, we animal and vegetable species, clean up a stretch of sea or a hecta- unique landscapes. They are a LUCA MAFFEI: re of land we win the battle. I green lung for the entire country. fought these battles dozens of My recommendation is that they Luca Maei, famous young Nose, collaborated times throughout my life, during with botanists and park rangers to create could be the cornerstone for a PARCO1923 fragrances. my career as a forest carabiniere, country-park where preserving with investigation and repression nature is a source of work and of crime, and now, as a minister, I wellness, as PARCO1923 demon- can continue in other way, on a strates”. • Why did you choose to become a national scale, with dierent tools, I Nose? can protect fragile places and envi- ronments and eect on the deve- • What do your colleagues say “I still don't know why I decided to nose, lopment of a green, circular and when you give them PAR- even if perfumes have always been part CO1923? of my life thanks to my family. I grew up eco-friendly economy" surrounded by fragrances and this facilitated the development of my “They are always surprised and olfactory memory. Smelling or remem- • Do you think that Parks only bering a scent or a fragrance became a represent a natural heritage or thankful because the perfume make them desire to be immersed quite easy and instinctive exercise for they can have a cultural and me. I knew I wanted to be part of the economic value? in nature. I’d like to show that world of perfumes since I was very wonderful places to my colleagues young, but I think the profession of ministers from other countries. We “nose” chose me". “Parks are the heart of a new talk everyday about biodiversity economy, founded on preservation conservation, protected areas and • What exactly does a Nose? of nature and on a pro table rela- environmental sustainability and tionship between man and natural this could be a way to enhance “A nose images and creates fragrances, capital. In order to enhance this starting from an idea or an olfactory relationship we created, thanks to Italy, especially after this dicult period we went through”. image in his mind and he tries to turn it the so-called Climate Law, the ZEA - into a perfume. To achieve his goal he the "environmental economic blends and measures several essential PARCO1923 IN THE WORLD 13 PARCO1923 IN THE WORLD A WALK WITH The symbol of Italian beauty in the world THE FOUNDERS • Once got the idea, what steps did you follow to realize it?

UM: “Realizing this kind of project is a dicult and long process. We started from the visual identity: the logo which is a real tribute to that land. The intense and brilliant green of the unspoiled nature, the gold color that recalls the royal seal, the Marsican brown bear, the species the only lives in the protected area. Soon after we met the President of the Park Promo- tion Oce, who immediately showed his enthusiasm to contribute in this adventure. For us it was important to build a link with the community and we wanted our product to be a gift for that territory. For this reason we devolve €1 for each product sold to the organization for the conservation of protected areas. For the perfume creation we engaged one of the most Paride Vitale and Ugo Morosi, both important noses in the Italian scene, born in Abruzzo, founded PAR- Luca Maei. Collaborating with Minister Sergio Costa with the Greek Environment Minister Minister Sergio Costa with the Finnish Environment CO1923 in 2016, a project driven PNALM botanists, he distilled for us a Tina Birmpili. Minister Krista Mikkonen. by passion and gratitude for their unique fragrance,molecularly recon- native places. structing the exact perfume of plants that grow protected in woods. After several tests, an old park ranger said • A walk that leads to a perfume: the distilled reminded himself to the was it a short step? smell of the nights spent into the woods driving the poachers out. There we stopped: the perfume was PV: “It’s incredible the visual and the ready! olfactory sensation that you may feel walking through the millennial woods of the Park, during a spring • How did you develop the distribu- day or the autumn foliage or even in tion process? the winter cold and biting air. That scent that invades you is unique and inimitable. Some years ago, I was UM: “Considering the strong bond walking through the Park with my between our brand and the territory associate Ugo and a park ranger and and our desire to promote and we wandered what kind of plants enhance Abruzzo, the most natural could give that scent so impossible to thing was to choose Pescasseroli as a describe. That was the beginning of frame for our rst agship store, PARCO1923 and our work with the followed by our second agship store experts of the territory”. in L'Aquila, inaugurated on 14th October 2019 with the presence of the Italian Minister of the Environment. Minister Sergio Costa with British Politics Claire Perry Minister Sergio Costa with the Norwegian Minister for the • Why a perfume? We particularly care about the store O'Neill. Environment Sveinung Rotevatn. in L’Aquila since we actively contribu- ted to the rebirth of the city, strongly PV: “Because the olfactory memory is marked by an earthquake in 2009. the strongest one: if I close my eyes, I PARCO1923 is present all over the always relive the long walks at the world in the most exclusive niche turn of childhood and I can smell the perfumeries in Milan, New York, scent of places to which I feel very Rome, Florence, Naples, Venice, Turin, LUCA MAFFEI: THE INTERVIEW close. So, what’s better than a perfu- London and Paris". me to make live, or relive, the magic oils looking for the desired deal. Just ced by that olfactory story where iris, of a special and unique place like like a musician does with 7 notes, a brooms and the rare scarpetta di Abruzzo?” • Which product do your customers nose put them together and nds the Venere melt their gentle aromas with prefer? perfect harmony. It’s an ancient profes- the rm notes of beech trees, birches • What makes PARCO1923 so sion, the rst essential oils formula was and intense oak moss. These so die- unique and special? UM: “The exfoliating cleanser is one of created by Egyptians for the KIPHI, a rent notes are naturally bounded by our best-sellers. It’s inspired by a puri- beauty ritual for deaths before their the angelica and juniper fresh notes.” fying ablution into a mountain mummi cation. During the XX century PV: “The plants we used for PAR- spring”. CO1923 perfume were selected in the profession was recognized thanks • How would you de ne collaboration with the National Park to great Noses like Paul Guerlain, Ernest PARCO1923 perfumes? rangers and the local botanists. Beaux (Chanel N°5) and Edmound There is the mysterious and unique Roudnistka. Their creations were com- “I love thinking of them as impressio- essence of laburnum, lethal ower pared to the greatest impressionists nistic works. They are “en plain air” for humans but good for animals, wild juniper, heady honeysuckle, works. Nowadays, I consider a Nose as creations.” sweet broom, the therapeutic eects a designer: he expresses his creativity of wild angelica and iris and, at the giving an olfactory shape to the air we end, beech and moss aromas. In breathe.” PARCO1923 we combine the essen- ces of plants with local materials, such as Gentle Stone and beech • How did you translate the Park wood, to capture a perfume rich in plants into a perfume? botanists secrets and sensorial memories". To create the fragrances, I followed all the olfactory facets that you can feel • A sentence to describe your during a walk into the Abruzzo Natio- brand? nal Park. I mainly wanted to give free expression to that olfactory memory. When you smell the perfumes you just PV: “As Primo Levi de ned Abruzzo: have to close your eyes and feel embra- PARCO1923 is Strong and Gentle” 14 LINK TO THE TERRITORY  ARTEPARCO & EVENTS ARTEPARCO All PARCO1923 activities aim at Marcantonio's work has actually promoting the territory. It is deni- inaugurated the project, making tely worth mentioning the commit- the old-growth forests a real ment of the Brand in the artistic open-air museum. The second sphere, more precisely in the eld of edition - inaugurated on July 15, Contemporary Art. ARTEPARCO is a 2019 - involved the Abruzzi artist project conceived by Paride Vitale, Matteo Fato with the installation developed in collaboration with the (specchi angelici). A site-specic Park Authority and the Municipality work composed of three antique of Pescasseroli and supported by painter easels in which nature and BMW Italia and Sky Arte. It aims at the enchanting landscape become bringing contemporary art inside the artist's canvas. With his installa- one of the oldest naturalistic and tion, Matteo Fato literally gives most suggestive places in Italy: the nature the opportunity to become Abruzzo, Lazio and Molise National Art and express itself in its magni- Park. This initiative wants to promo- cence. After the success of the rst te and enhance the territory and to two works, the protagonist of the contribute to the growth of regional third edition of ARTEPARCO is Ales- tourism by turning the mountains sandro Pavone with the work “Un of the reserve into a travel destina- tempo è stato”. The artist has imagi- tion not only for mountain lovers, ned an impressive site-specic but also for an audience interested wooden installation (about 5x2 in design, art and culture. Every year meters) depicting a human arm the project invites an artist to create trunk, from whose hand seems to a work with natural and ecological be born one of the fascinating trees materials from the Park. In this way, in the National Park of Abruzzo, the beech woods stop being just a Lazio and Molise: a re ection on the frame and become a part of the link between man and nature, on work itself, following rhythms and the wonder of the cycle of life, so conditions dictated only by the short for human existence compa- environment. The artist and desi- red to the natural world. gner Marcantonio was the protago- nist of the rst edition – inaugura- ted on September 1, 2018. He crea- ted the “Animale-Vegetale” installa- tion (The Heart). A wooden heart-shaped sculpture was applied on a dead tree in the Park, a common refuge for several rare At the top: on the left “Animale-Vegetale” species and precious animals and of Marcantonio and on the plants. The Heart symbolizes life right “Un tempo è stato” of Alessandro Pavone. and biodiversity within an unconta- Below, Matteo Fato with minated forest. “(specchi angelici)”. THE EVENTS Many people believed in us and accompanied this fantastic adventure from the beginning. They love nature, Made in Italy, beauty and perfumes, espe- cially ours.

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1. Fulvio Capria Mamone, Minister Costa Chief Secretary and The artist Maurizio Cattelan. 7. The radio host Diego Passoni Abbrescia, Susy Laude, Ivan Cotroneo director. 15. Fabio president of the Italian Bird Protection League. 2. The bassist and the starred chef Carlo Cracco. 8. Fabio Novembre, Canino, actor. 16. Jasmine Trinca, actress. 17. Nicolo De Deviti- Saturnino and Lapo Elkann, president of Italia Independent architect and designer. 9. Camila Raznovich, TV presenter. 10. is, TV personality. 18. Eros Galbiati, actor. 19. Ugo Morosi and Group. 3. The singer-songwriter Arisa and the singer-songwri- Marisa Passera and Federico Russo, TV and radio resenters. 11. Alessio Viola, TV journalist. 20. Alessandra Airò, in uencer. ter Giovanni Caccamo. 4. Paola Marella, architect and TV The designer Marcantonio. 12. Massimo Giorgetti, Creative presenter 5. Geppi Cucciari, comedian and TV presenter. 6. Director of MSGM. 13. Daniela Virgilio, actress. 14. Dino PRESS REVIEW 15 ABOUT US Since the beginning of PARCO1923 project, lifestyle and beauty media published more than three hundred and fty articles about our history, our products and our strong bond with the territory and our commitment to nature.

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