Flowering: it doesn't just mean blossoming. In a figurative sense, it represents regeneration, growth and renewal. A visual metaphor that does not link to a theological or spiritual paradise but rather to a paradisiacal, harmonious and idyllic dimension. The combination of the two concepts symbolically brings us to the magnificence of nature, to our role in caring for and preserving it. An indissoluble bond unites humanity to the kingdom of flowers: without them, biodiversity and life would both be compromised. Starting from these premises, the museum spaces of Officina Profumo-Farmaceutica di Santa Maria Novella has been transformed into a paradisiacal landscape in constant bloom, painted with the detailed enchantment of digital light. A suggestive soundtrack completes the environment, which is pervaded by a suspended, enveloping fragrance. An immersive and all-encompassing project that artistically interprets the 800-year-old legacy: without narration, it is meant to be experienced with one's senses. The emphasis is on our very own perceptions: contemplation and emotion will enlighten those who meet them.
Commissioned by Officina Profumo-Farmaceutica Santa Maria Novella