Inside Parma, Italy's Davines Village

A NEW APPROACH TO SUSTAINABLE BEAUTY

Nature thinks, nature talks. A reflecting pool sits quietly in thought, carrying aquatic plants who rest upon its glass-like surface. This geometric and architecturally-striking body of water is embraced by an abundance of vegetation, sculptured plants and tall trees. The lush garden is carefully speckled with white flowers blooming amongst the greenery that whisper purity and freshness to any passerby. A small and sincere exchange.

The?Davines?message is supposed to be whispered, shares?CEO Paolo Braguzzi. Whispering means to be human, ethical and sustainable.

There’s a feeling of momentous gratitude being amongst some of the first outsiders to enter the new Davines Village, a tangible realization of the brand’s core value: sustainable beauty. Everything Davines seems to touch is purposeful and aware of its impact on humanity and nature. This space has been so obviously designed to communicate a specific message of deep care for both people and the environment by its architects Matteo Thun and Luca Colombo’s Studio MTLC. A space where abundant vegetation is in constant dialogue with the architecture.

This project is characterized by transparency, lightness, nature, sustainability, wellbeing and community that so clearly inform its defining building materials. Glass and wood. Transparency and collaboration. These natural materials were chosen as the core building blocks because they provide shelter and protection while maintaining a guaranteed view of nature without any color distortions. Every working space in the Village looks out to green space, a reminder of the inherent connection between human efforts and environmental impact.

The Davines Village is built on almost 83,000 square feet and is surrounded by the “Green Kilometre,” a strip of trees and plants that protect the area from traveling emissions that come from the motorway close by. About 20% of the Village houses the complex where the brand operates: Research and Development laboratory, offices and training spaces, production plant, warehouse and a large central greenhouse used as a restaurant and co-working area. The other 80% is dedicated to green spaces including several types of gardens and an agricultural zone which will include an outdoor amphitheater.

All which live and breathe the company’s focuses on sustainable energy, waste reduction, optimization of natural resources and saving non-renewable ones.

A Purposeful Design

Walking through the Davines Village, time seems to slow down. Everything is clean and open. Everything is quiet. Every view out every window is something new—lavender plants, a new garden tended to by the brand’s chemists, the fields of Parma in the distance, the sun reflecting off the Village’s courtyard pool. The layout of the space compels you to take your time examining what you see, to consider why a design choice was made.

For example, the Research and Development lab is deliberately near the product testing room, where hairdressers can immediately test new products. The lab is the place where everything is born. It is where creativity meets science. And it is a microcosm of the considered, slow approach Davines takes to ensure sustainable, high-quality products.

Working in the lab offers a view of the scientific vegetable garden below, where plant species will be used to inspire new cosmetic formulations. The lab has 1,000 active ingredients in its library, with about 75 percent of natural origin. The team of 35 scientific experts are encouraged to experiment and create—each year, the team develops more than 100 formulas in small batches. To bring a product to market can take up to three years after much careful testing and refinement.

The company created its own research charter outlining its principles behind product development, focusing on materials obtained from renewable, eco-sustainable sources, with emphasis on biodiversity and a tie to Italian heritage. Every step, from supplier to production to marketing, sales and shipment, can be tracked and guaranteed to be as eco-sustainable as possible.

Sustainability As Tradition

The purposeful design choices apparent in the Davines Village not only reflect sustainability. They also embody the company’s Italian heritage and commitment to creating the best possible product—for hairdressers and for the planet—regardless of time and money. Quality is prized over quantity. In 2016, the company obtained a certification that reflects this commitment, the B Corporation certification. In achieving this certification, the Davines Group joins a network of companies that redefine success in business not as profit, but as social and environmental problem-solvers and change-makers. B Corp members seek to use business as a force for good, to give society a shared prosperity. Accomplishing this certification motivates others in the industry, such as suppliers, to do the same. In fact, Davines has partnered with the first supplier to achieve B Corp distinction, pallet manufacturer PALM SPA, that uses 100 percent traced and certified wood.

It’s somethin very simple,” Paolo said. “They minimize the use of materials. It’s just as safe, but more sustainable.” Recently, the brand announced the first distributor in the industry worldwide, Sweden-based Kraft Group, was also named a B Corp, further realizing the Davines Group dream of end-to-end sustainable beauty.

A Symbol Of Ideals

As part of the privileged group who experienced Davines Village for its inauguration, one thing is clear. Actions don’t speak louder than words—actions whisper. The village is a tangible symbol of the Davines Group’s ethical ideals, the highest expression of every value the company has developed since it started with Silvana and Gianni Bollati in 1983. Davide Bollati is not satisfied with simply making a change at the corporate level—he is thinking globally, universally. “It makes so much sense,” Davide said. “Like the law of energy in the world. The more you give, the more you get back.”