Santa Maria Novella

For Officina Profumo-Farmaceutica di Santa Maria Novella, Giò Forma developed a series of creative directions for a new home fragrance collection, translating scent into a visual and spatial language rooted in the history of the Florentine house.
The proposal explores three narratives: a journey through the five continents, expressed through marbled textures that bring distant botanical references into dialogue with Florence’s artisanal tradition; the four seasons, interpreted through floral compositions and shifting botanical palettes; and the four moments of the day, where architectural details from Florence and the historic Santa Maria Novella store form contemporary grotesque patterns, coloured by the changing light of the sky.
Applied across packaging, bottles and display concepts, the project extends the identity of each fragrance beyond the product itself. Custom graphics, materials and chromatic variations turn the collection into a sensorial system in which perfume, architecture, heritage and gesture become part of the same narrative.