The appointment of Formafantasma as Creative Director of Santa Maria Novella, a Florentine institution founded in 1221, signals a deliberate focus on material culture and historical continuity. Andrea Trimarchi and Simone Farresin, the duo behind Formafantasma, will collaborate with the Officina Profumo-Farmaceutica to explore how centuries of botanical knowledge, techniques, and objects can inform modern design. Unlike traditional rebranding efforts, the studio emphasizes understanding what has sustained the institution’s relevance rather than imposing a new visual identity.
Formafantasma’s Appointment Marks a New Chapter for Santa Maria Novella’s 800-Year-Old Heritage
Eight Centuries of Material Knowledge as a Foundation
Santa Maria Novella’s legacy is rooted in the Dominican friars’ medicinal herb cultivation, evolving into a pioneer of fragrances and home preparations. Formafantasma’s approach centers on the “material knowledge” accumulated over eight centuries, including ingredients, formulations, and production methods. The studio describes this as a “starting point” for innovation, not a static archive. “Heritage becomes the starting point for a new chapter,” the institution states, highlighting the interplay between tradition and contemporary design.
Designing Without a Rebrand: A Curatorial Approach
Formafantasma’s role is framed as curatorial, aiming to unify the Officina’s diverse expressions—from product formulations to retail spaces—into a cohesive narrative. The studio avoids “redefining” Santa Maria Novella through a new image, instead focusing on how its history is communicated and how new products are conceived. “No clean slate, no heritage frozen behind glass,” the institution notes, emphasizing the value of integrating historical depth into modern practices.
How Santa Maria Novella’s Legacy Shapes Modern Design
The Officina’s 800-year-old identity is built on accumulated knowledge, from 13th-century formulations to 21st-century packaging. Formafantasma’s task is to manage this complexity without oversimplifying. By prioritizing the “quality, materials, and expertise” of the product itself, the studio challenges the trend of superficial heritage branding.
Case Study: The Role of Material Narratives in Brand Longevity
Santa Maria Novella’s survival as a commercial entity since 1221 shows the power of material storytelling. Its products, from Eau de Cologne to herbal tonics, are not just commodities but vessels of historical continuity. Formafantasma’s work could amplify this narrative, using design to bridge the gap between medieval practices and modern sensibilities. For instance, the studio’s focus on “how an institution with roots in the 13th century continues to operate in the present” reflects a growing interest in adaptive heritage.
Formafantasma to reinterpret Santa Maria Novella legacy
Why is Formafantasma’s appointment significant?
The duo’s expertise in material histories and design systems positions them to reinterpret Santa Maria Novella’s 800-year-old legacy. Unlike traditional rebranding, their approach focuses on sustaining relevance through deep engagement with the institution’s existing knowledge.
How does Santa Maria Novella plan to modernize without losing its heritage?
The collaboration prioritizes “material knowledge” as a foundation, ensuring that innovations align with the Officina’s historical practices. This includes examining how products, packaging, and retail spaces evolve while respecting their origins.
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