Davines’ white night for the arrival of its community of customers from all over the world


Davines’ white night for the arrival of its community of customers from all over the world
Written by aquitodovale

Davines is ready to host its community of customers from all over the world in Parma from 4 to 7 June. For this occasion, on Saturday 4 June, a widespread and immersive event sponsored by the company will come to life in different points of the historic center. Artistic installations, music and extraordinary openings of museums, historic buildings and shops are planned thanks to the support of the Municipality of Parma. For the occasion, an exclusive Davines pop up store inspired by “Sustainable Beauty” will open in Borgo Giacomo Tommasini. The event will continue in the evening, a white night, with a concert and video art performance.

Davines, a B Corp company dedicated to the creation of hair care products, presents “WWHT OFF”, an event organized with the support of the Municipality of Parma on Saturday 4 June.

It will be a succession of activities that will begin in the afternoon until late in the evening, a real white night. After two years of pandemic, Davines wants to give his city an opportunity for celebration and conviviality, with this purpose the historic center will come to life with free cultural activities open to the public where musical performances, churches and historic and private buildings usually closed to the public will be reopened for the occasion and will host artistic installations and musical performances.
Among the many activities, the extraordinary opening of the Davines Temporary Store in Borgo Giacomo Tommasini for Saturday and Sunday. Inside the store it will be possible to get in touch with the sustainability projects and initiatives of the brand. For this exclusive opening, a limited edition product will be given to all people who enter.

Not to be missed, the exhibition “The House of The Farmer” by artist Mike Nelson housed inside the Palazzo dell’Agricoltore, an exhibition that precedes the renovation of the building and its transformation into a B Corp hotel thanks to the intervention of the Group Davines and the Chiesi Group.
In the evening starting at 21.30, the historic center will come alive thanks to the concert of the Symphoniacs, a group of young talents from different parts of the world will entertain those present with a fusion of classical and electronic music. In closing, a video art performance by the Spanish artist Javier Riera will put geometry and nature in dialogue to fascinate those present who will admire the trees of the historic center with their nose upturned.

The WWHT OFF event will mark the opening night of the most important international event for Davines dedicated to its customers: the “World Wide Hair Tour 2022” where more than three thousand hairstylists will gather at the Parma Fairs – near Davines Village – for a three hair show days, from 5 to 7 June.
For more information on the WWHT OFF event:
Event organized by Davines in collaboration with the Municipality of Parma, Ascom Parma, CNA Provincial Association of Parma, Confartigianato Imprese Parma and Confesercenti Parma.


Borgo Giacomo Tommasini 9C
Hours Saturday 4 June 10:00 – 13:00 and 15:00 – 00:00
Hours Sunday 5 June 10:00 – 13:00 and 15:00 – 19:00
A temporary store, with extraordinary opening on Saturday 4 and Sunday 5 June, contains a full immersion in the Davines brand. Its products, its vision of sustainability and beauty come to life by entering the space at the complete disposal of the city.

Farmer’s Palace, Piazzale Barezzi 3
The exhibition of the artist Mike Nelson curated by Didi Bozzini occupies the 5 floors of the building at the dawn of a restyling process that will lead to the transformation of the structure into a “Regenerative Hotel”, a real driving force for the city and the territory. The palace was the seat of the corporation that constituted the organ of management of agricultural activities under the government of the fascist regime, thanks to the monumental work of the artist, it finds today, thanks to the monumental work of the artist, the dialogue with the natural elements: trees, branches, agricultural tools.

Project conceived by the Davines Group with the Chiesi Group for Parma Capital of Culture, to rediscover the places that hold the history of the pharmacy and cosmeceuticals of Parma.
Botanical Garden of the University of Parma – Artètipi Installation
Via Farini, 90
15:00 – 19:00

San Filippo Neri Pharmacy
Vicolo S. Tiburzio, 5 – Hours 15:00 – 21:00
A little known but very fascinating place, the Antica Farmacia San Filippo Neri, is a galenic laboratory which, perhaps precisely because it has so far remained on the edge of the visiting circuits, has been preserved intact in the original structure of 1789. A symbol of a history as significant as it is still too little known to the city where one can trace the development of pharmaceuticals from the seventeenth to the twentieth century.

Florilegium – Art installation
Oratory of San Tiburzio – Borgo Palmia, 6 A – Hours 15:00 – 21:00
An immersive cascade of flowers by the English artist Rebecca Louise Law.

oratory Church of Sant’Alessandro – Artètipi Installation
Piazzale Antonio Barezzi, 1 – Hours 15:00 – 20:30.
Palazzo Ferrari Pelati – Artètipi Installation
Via Conservatorio, 2 – Hours 15:00 – 20:30
Cloister of Sant’Uldarico
Borgo Felino 6 – Hours 15:00 – 21:00
Palazzo Boselli – Musical accompaniment
Strada XXII Luglio 31A – Hours 15:00 – 21:00
Church of San Marcellino – “Shipwreck with spectator” installation
Str. Collegio dei Nobili – Hours 15:00 – 20:00
Piazzale Francesco Borri – Parma Lindy Hoppers Dance
Hours 18:00 – 19:30
Quadrilegio spaces
Hours 15:00 – 21:00
Contemporary art review born by: Simona Manfredi, Giulio Belletti, Maura Ferrari and Marina Burani. Exhibitions, events, presentations, performances with the aim of discovering unknown corners of the city in private palaces and gardens.
Studio Giovanna Scapinelli, Borgo Felino 31
Alphacentauri Gallery of Marina Burani, Borgo Felino, 46
Spazio Manfredi by Simona Manfredi, Borgo Riccio da Parma, 19
Maura Ferrari Interior Design, Borgo Giacomo Tommasini, 37
BLL by Giulio Belletti, Borgo Claudio Merulo, 1

In the heart of the city – Hours 9.30pm – 10.30pm
The artists:
Johannes Fleischmann (violin), Vienna
Konstantin Manaev (cello), Moscow
Colin Stokes (cello), New York
Oscar Micaelsson (piano), Copenhagen
Christian Kim (violin), Seoul
Tom Suha (violin), Budapest
Andy Leomar (synth and live electronics), Berlin
The international electro-classical group SYMPHONIACS refuses to be classified. With its futuristic mix it brings together two genres that at first glance might seem an unlikely couple, but with the help of the project’s visionary sound, a centuries-old tradition is awakened and harmonized with hot dance melodies.

In the heart of the city – Hours 10.30pm – 11.30pm
Born in Avilés, Spain, he studied Fine Arts in Salamanca. His work has been exhibited in many of the most important contemporary museums in Spain: the Reina Sofía National Art Center Museum, the Niemeyer Center, the MUSAC of León and the Galician Art Center of Santiago de Compostela.
Javier Riera’s work is based on geometric light projections that are projected directly onto the vegetation and landscape. The relationship between geometry and nature in this work acquires a meditative character, invoking a coexistence between the public and the suggestive power of the modification of the landscape of which he is a witness. Riera understands geometry as a natural language preceding matter, capable of establishing a sort of subtle and revealing resonance with it.

The Davines Group
Davines SpA is an Italian group based in Parma, which operates in the professional cosmetics sector. The company, founded by the Bollati family in 1983, was born as a research laboratory specializing in the production of health and skin care products, for small businesses and for internationally renowned cosmetic companies. The Davines brand was born in 1993, aimed at the professional hair care market. In 1996 the brand was created [comfort zone ], for the professional skin care market (spas, spas and beauty salons). All formulation and production processes are carried out in Parma, at the Group’s laboratories.
Both brands specialize in creating high quality sustainable products, based on an artisanal approach and scientifically developed using the most advanced cosmetic technologies. The products and projects are made with meticulous attention to detail. An international vocation, Italian manufacturing excellence, attention to quality and respect for people and the environment are just some of the distinctive elements of the company.
Today the Davines Group is present in over 90 countries: in addition to the headquarters in Parma, it has branches in New York, London, Paris, Mexico City, Deventer (Netherlands) and Hong Kong. In 2016 it obtained the B Corp certification, which distinguishes companies and organizations committed to creating a positive impact for people, the environment and communities. In 2019 it amended its statute to become a Benefit Company, for the pursuit of common benefit purposes in addition to the corporate economic objectives.,,

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