Officina Profumo-Farmaceutica di Santa Maria Novella, the world’s oldest continually operating pharmacy, is revamping its historic allure by appointing renowned designers Simone Farresin and Andrea Trimarchi of Formafantasma as its new creative directors. This collaboration, known as the partnership with Formafantasma, promises to merge tradition with modernity by combining the brand’s historical depth with innovative design solutions.
Exploring the Dynamic Collaboration
Founded in 1221 as a convent apothecary by Dominican friars, Santa Maria Novella first gained fame for its rose water disinfectant, which was used to combat the plague. They later crafted Acqua della Regina for Catherine de’ Medici, creating what might be the first known “signature scent.” Despite expanding product offerings, the brand has stayed true to its roots, maintaining traditional methods, vintage packaging, and Neo-Gothic store decor. The new alliance seeks to elevate these enduring traditions through design innovation.
To see how other designers are reinventing traditions, read about Valari Studio’s transformation of Italian architecture, blending historical elements with modern innovation.
Formafantasma, celebrated for their contemporary style and former Wallpaper* designers of the year, sees their new role as a chance to weave historical narratives into the modern fabric of design. “Our intention is to build from what already exists, showcasing what has made Santa Maria Novella relevant since 1221,” say Farresin and Trimarchi. They aim to harmonize the brand’s rich history with current needs through innovative product development and consistent company expression in their new creative role.
In their role, Farresin and Trimarchi will engage with every facet of the brand—from products and packaging to retail spaces and events. Through this collaboration, not only is Formafantasma’s international influence broadened, but it also prompts reflection on their legacy. “The Officina represents an accumulation of knowledge across generations,” they explain, emphasizing their focus on how this legacy, representative of an iconic Italian pharmacy, can evolve without stagnating.
The blend of historical reverence and design ingenuity in the current partnership marks a new chapter for Santa Maria Novella, ensuring its past informs both the present and the future in meaningful ways.
Source: wallpaper.com
Frequently asked questions
Who are the new creative directors at Santa Maria Novella?
The new creative directors at Santa Maria Novella are Simone Farresin and Andrea Trimarchi of Formafantasma.
What was Santa Maria Novella first famous for?
Santa Maria Novella first gained fame for its rose water disinfectant, which was used to combat the plague.
What is Formafantasma’s intention with Santa Maria Novella?
Formafantasma’s intention is to build from what already exists, showcasing what has made Santa Maria Novella relevant since 1221, and to harmonize the brand’s rich history with current needs through innovative product development.