At its historic boutique in Florence, located at 16 Via della Scala, Santa Maria Novella is unveiling a new window display design created by Maurizio Azzimonti. The installation will be on view through fall 2026.
The decor creates a dialogue between nature and the Officina’s botanical heritage. Wisteria, irises, cherry blossoms, and wildflowers wind their way through the spaces, surrounded by period furniture, framed landscapes, and classical sculptures.
The visual vocabulary draws on the House’s history as an apothecary: glassware, brass scales, mortars, and botanical plates. These objects evoke the processes of identification, classification, and preparation that have shaped the Officina since 1221.
The display design highlights, in particular, Firenze 1221, I Giardini Medicei, and Acqua di Rose, showcasing the plants used in their formulations. The concept is simple yet powerful: tracing the product back to its botanical origins and transforming the display into a living herbarium.
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