Officina Profumo-Farmaceutica di Santa Maria Novella traces its origins to 1221, when Dominican friars first cultivated medicinal herbs at their monastery in Florence. Having officially opened its doors to the public in 1612, the institution built a reputation for crafting luxury fragrances and botanical remedies, serving historical figures such as Catherine de’ Medici and Pope Eugene IV.
To match its distinct Florentine legacy, the brand’s online presence sought to bring the visual depth and narrative framing of its physical Florentine flagship to its digital presence. AREA 17 was appointed to adapt the historic apothecary for global audiences, creating a digital experience designed to respect long-standing traditions while establishing a modern e-commerce platform.
Archival details and digital translation
Starting with a refreshed brand identity developed in-house, AREA 17 expanded the visual language to function across digital touchpoints.
To root the site in authentic historical detail, the design team created user interface elements and digital illustrations directly sourced from archival botanical prints and centuries-old product recipes.
‘We wanted new generations and international audiences to appreciate the timeless nature of the Officina in today’s hype-driven, performance-focused beauty and personal care landscape,’ says strategic director, Settie Barefoot.
The layout deliberately avoids disclosing every detail at once, deploying layered storytelling that reveals history, art and product origin as users navigate through the pages.
A deliberate approach
Rather than adhering to standard ecommerce conventions focused strictly on immediate sales conversion, the digital flagship prioritises measured exploration. Interactive features such as a Cabinet of Curiosities and expanded storytelling panels on individual product pages allow visitors to uncover details about specific formulas and historical references at their own pace.
Built using Shopify to house a catalogue of approximately 300 products, the platform is split across four regional online stores. This structural system supports the brand’s international store expansion, re-anchoring the 800-year-old apothecary within the contemporary global beauty sector.
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