Officina Profumo-Farmaceutica di Santa Maria Novella

Few brands can offer what the Officina offers in person: frescoed halls, centuries-old apothecary cabinets, a backstory with connections spanning from Pope Eugene IV to Catherine de' Medici.

Our challenge was to carry that depth online for the 800-year-old Florentine apothecary, and to make it resonate with new generations and international audiences amid today's performance-focused, hype-driven beauty landscape.

AREA 17 evolved their newly refreshed brand identity into a modern digital experience that reveals layers of their history and the in-person experience while maintaining an air of mystery.

The Officina's brand identity gave us our starting point. We evolved these elements into a cohesive digital identity, with stylistic touches unique to the website. For historical depth and visual intrigue, we drew illustrations and UI elements from actual archival botanical prints and product recipes. 

Rather than disclosing everything at once, our strategy was to let heritage, art and beauty unfold gradually, preserving the air of mystery that defines the Officina in person.

Many e-commerce sites are aggressively optimized for efficiency and conversion. This is decidedly not the Officina way. We shaped an experience that respects the brand principle of gradual discovery while aligning with modern eCommerce best practices.

Built on Shopify, the site holds an extensive catalogue, with an architecture that lets visitors explore in stages and find hidden gems without becoming overwhelmed. Immersive sections like the Cabinet of Curiosities and product page panels carry the deeper storytelling around the brand and its iconic products.

We launched three independent Shopify stores to serve different geographic markets, helping to support the Officina's place among the world's leading names in beauty and personal care.