Formafantasma Named Creative Directors of Santa Maria Novella

Simone Farresin and Andrea Trimarchi from Formafantasma have been named the creative directors of Officina Profumo-Farmaceutica di Santa Maria Novella, which holds the title of the oldest pharmacy in the world, established in 1221. Their selection was influenced by their commitment to a multidisciplinary approach, with an emphasis on sustainability and materials. Santa Maria Novella is renowned for its rose water disinfectant and Acqua della Regina, created for Catherine de' Medici. The brand preserves its traditional techniques and Neo-Gothic architecture. Formafantasma will manage product development, packaging, communication, retail environments, and events, with a focus on enhancing the brand's heritage. They highlighted the significance of appreciating the knowledge passed down through generations, marking a step forward in Formafantasma's international reach.