At the turn of the Century, like in many other Italian cities, also in Parma began a full recovery of public housing and residential houses ,thus reflecting the changing conditions of economic and cultural-historical conditions, strictly related to the progressive destruction of the ancient mighty ramparts. By an architectural point of view, the re- was stilistically related to the introduction of lively and stimulating aesthetic ideas of the Art Nouveau. In the case of Parma the adoption of the new style was progressive and gradual:at the very beginning, decoration took the very part of the stylistic renovation while it was only in the second decade of the XX century that a more conscious adoption of the architectural topic of the modernist movement had a meaningful development in Emilia and in Parma ( see also the article on the Salsomaggiore Spa, http://www.szecesszio.com/2010/04/08/terme-berzieri-spa-in-salsomaggiore-pr-architect-ugo-giusti-decorations-by-galileo-chini/).
In Parma and his province flourishes the Liberty style, which characterized several buildings, from the luxury residential building to the popular cinema, it was a style which captures the Liberty’s principle of the need of ornament, thus sparing use of motion in structure and use of standardized floral ribbons, garlands, folders and maliose decorative busts. Fully decorated in typical Art Nouveau style were signs and shop windows, bus shelters, attractive facilities for commercial (kiosks selling newspapers or flowers). With typical Art Nouveau ornament is the beautiful façade of Old Pharmacy “San Giovanni” in Cardinal Ferrari 3 / a. The façade is decorated with details of wild eagle at the mid top of the frieze, as well as women’s heads (Chemistry and Pharmacy) located at the height of the pilasters that frame teaching the entablature of the Old Pharmacy.