Beauty / news
Santa Maria Novella Opens First Directly Operated Flagship in China at Shanghai's Plaza 66
The Florentine legacy perfumer has opened its first directly operated boutique in China at Shanghai's Plaza 66, a space designed to connect Italian and Chinese botanical traditions. The store's architecture and product range draw on the brand's historic Florence flagship, housed in a 13th-century chapel.
The boutique launched on Friday at Plaza 66, marking the brand's first directly operated retail presence in the Chinese market rather than a wholesale or partner-led arrangement.
Its interior translates the character of the ancient Italian city into a Shanghai setting, using arches, walnut woodwork, textured flooring and deep green velvet tones intended to encourage meditative discovery. Natural lighting plays across a restrained but precisely ordered layout.
The design takes its cues from Officina Profumo-Farmaceutica di Santa Maria Novella's historic flagship in Florence, which occupies a 13th-century chapel. Cabinetry in the Shanghai store echoes the brand's monastery infirmary heritage and holds the full product range, including perfumes, colognes, potpourri, lotions and scented paper.
A long table anchors the center of the space, displaying additional fragrances along with a scented terra-cotta pomegranate and ceramic vessels that invite visitors to look closer, touch and smell.
A brand spokesperson said at the opening that while e-commerce remains a significant growth driver in China, the physical store allows for a wider product selection and fosters a deeper cultural dialogue between Italian and Chinese botanical histories.