Formafantasma appointed creative director for Santa Maria Novella

The historic Florentine beauty brand Santa Maria Novella has appointed the design studio Formafantasma as its new creative director. Founded by Andrea Trimarchi and Simone Farresin, the Milan and Rotterdam-based studio will oversee a broad range of brand elements, including products, packaging, communication, retail spaces, and events.

Rather than pursuing a visual reinvention, Formafantasma intends to build upon the brand’s 800-year history. The studio emphasized that their approach will focus on the quality of products, the expertise behind their production, and the continuity of the knowledge accumulated since the brand’s origins in 1221. The goal is to ensure the brand’s various expressions—from formulations to physical spaces—speak coherently to one another while respecting its heritage.

Formafantasma brings extensive experience in the luxury sector, having previously collaborated with brands such as Prada, Jil Sander, Fendi, and Hermès.