Florence's Officina Profumo-Farmaceutica di Santa Maria Novella, one of the world's oldest pharmacies, has appointed the Italian design duo Formafantasma as its creative directors. This move represents a significant intersection of heritage and contemporary design, aiming to rejuvenate the brand's storied legacy while appealing to modern sensibilities.
What Happened
The Officina Profumo-Farmaceutica di Santa Maria Novella, founded in 1221, has been a pillar of Florentine craftsmanship for over eight centuries. The pharmacy is renowned for its commitment to traditional methods and high-quality products. On September 29, 2026, it was announced that Andrea Trimarchi and Simone Farresin, the founders of Formafantasma, have been appointed as creative directors. Known for their thoughtful and research-driven approach, Formafantasma plans to delve into the hidden histories of the pharmacy's products and use these narratives to inform new launches.
What This Means for Your Business
For those in the AECM sector, the appointment of Formafantasma signals a trend where heritage brands are increasingly blending with modern design practices to stay relevant. This collaboration could set a precedent for similar partnerships, where architectural and design firms may find opportunities in reimagining historical brands. The focus on product storytelling and heritage rejuvenation could also inspire new approaches to branding and product development in other sectors. Businesses should be prepared to leverage these design innovations, which could enhance competitive positioning and potentially attract a broader customer base.
What US Operators Should Watch
US operators should monitor the outcomes of this collaboration, particularly how Formafantasma's design interventions impact the market positioning of Santa Maria Novella. This could offer insights into how similar strategies might be applied domestically. Additionally, the growing importance of heritage and storytelling in product design could influence new procurement opportunities and partnerships in the architecture and design sectors. Keeping an eye on further developments from this partnership could provide valuable lessons in integrating tradition with contemporary design.
Source: https://www.dezeen.com/2026/09/29/formafantasma-officina-profumo-farmaceutica-di-santa-maria-novella/. Read the original story ->
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