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When art and style influence the design. Officina Profumo Farmaceutica di Santa Maria Novella
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LUXUS
DESIGN & BUSINESS JOURNAL
ISSUE 1 | APRIL 2013
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"For a passionate of both ancient and modern cars as I am, I could compare this company to a beautiful handmade
cabrio of the '30s: a car that enhances the pleasure of looking at it and drive it. "
Eugenio Alphandery, director and co-‐owner of Officina
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My personal experience
When you visit Florence you feel completely surrounded by the art and the culture that during the years has transformed the city. The Renaissance was the cultural movement that most influenced the city from literature to arts. Renaissance infected everything, giving a special light to the city.
During my study trip in Florence I viewed different companies but the one that most impressed me was Officina Profumo Farmaceutica di Santa Maria Novella. The beginner influence that the Renaissance made in this place is still present and represents an essential part of Officina.
I personally found this place unique and its atmosphere magic, for this reasons I decided to dedicate my first issue of my journal to this company.
Sara Zanin
EDITORIAL
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06 Overview
07 Art, Style, and Culture
08 Interns
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Officina is located in Florence in a part of the convent of Santa Maria Novella and is considered the oldest pharmacy in Europe.
Founded in 1512 as infirmary by a group of Dominican monks, in 1542 began the cultivation of spices and in 1609 was introduced in the convent a monk specialized in herbs. Finally, in 1612, the Officina opened its services to the public and the fame of the pharmacy spread rapidly over Florence.
Overview
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Art, Style and Culture
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The art and style of the Officina Profumo Farmaceutica of Santa Maria Novella was particularly influenced by the Renaissance.
The Renaissance was an artistic and cultural period that was born in Florence. This period is characterized by a scientific and cultural renaissance associated with a great flowering of the arts and letters. It is an age of change, a break with the Middle Ages with a return of classic proportion, order and harmony between the parties.
The art of the Renaissance was based on the study and the rediscovery of ancient models and the model assumes a specific function of communication.
Architecture became harmony, proportion, symmetry, and reflected the new relationship of the human being with nature and God, a relationship that is no longer characterized by the fear of the Middle Ages.
The painting expressed those principles, which were the basis of Renaissance art: the imitation of nature, the application of harmonic laws, and the reference to antiquity.
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The sculptors sought to enhance the light and shade, to give movement to the figure, thus creating surprising perspective effects.
The change in art was nothing more than an indicator of the changing in the mentality.
This renaissance that brought to a new style and mentality is present both in the interns of Officina and also in the design of its products.
Today, the Officina is no longer a pharmacy, but a perfumery and a herbalist’s shop, located in a real monumental environment.
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Entrance, Lobby and Vestibule
Sale Room
Featuring by a carved stone portal, which introduces to an atrium. There are two exedras, each with a marble statue.
The lobby is small decorated predominantly blue and gold, and gives access to the main sales room
In original the room was one of the chapels of the monastery of Santa Maria Novella.
In 1848, during some significant restructuring works, it was placed in the lunettes the personifications of the four continents to represent the fame of the pharmacy and its products around the world.
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The original furniture is kept intact and the walls are covered with rich decorations.
Entering on the left wall, dominates the crest of the Dominicans of Santa Maria Novella, under which there is a marble bust of Fra 'Thomas values, director of the Officina from 1788 to 1823. There are also many paintings, such as the Portrait of Galileo Galilei, painted around 1620.
The cealing is decorated with a rich stucco.
Fantastic animals, sphinxes, dragons, eagles, masks, festoons of fruit and roses, are in fact all themes dear to the eighteenth-‐century repertoire.
Used since the seventeenth century as aromateria, today became the library Officina.
The library was designed by the Florentine architect Filippo Burresi with the rigid geometry on which proportions the sacristy was built.
In the walls there are fresco with the scenes of the Passion of Christ.
Green Room
Old Pharmacy
Sacristy
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The influence of the art and the style of the Renaissance, can also be seen in the design and packaging of the products. In fact, the products had not a very rigid shape, but more curvilinear with in bright colours, typical of the Renaissance.
The Officina has evolved over time and each year produces new products and limited editions, keeping the same design used in 1612, but with more modern materials and technology.
The choice is dictated by the fact that the Officina wants to emphasize its culture, values and history
The brand identity is characterized for its tradition, the craftsmanship, the natural products, and hand-‐made with the intent to inspire the consumer confidence.
The goal is to be unique and authentic respecting tradition and culture. For this reason, the decision to maintain the production only in Florence and to set up the other stores with the same interior design as the one in Florence.
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Range of Products
Restoring Line
Extracts and Essences
Food
Liqueurs
Accessories Dogs and Cats
Fragrances
Cosmetics
Herbs Candels
Home
Old Products
LUXUS
DESIGN & BUSINESS JOURNAL