Fornasetti’s Floral Theater of Design

With FOREVER FORNASETTI. NEW ENCOUNTERS, Fornasetti opens a new chapter that feels less like reinvention than a careful evolution of its dreamlike universe. Under the direction of Barnaba Fornasetti, the project reimagines the atelier’s world as a living dialogue between past and present, where ornament, imagination, and theatricality continue to shape everyday objects.

At its center is the redesigned flagship store on Corso Venezia, Milan, created with Tutto Bene and featuring a new entrance on Via Senato. Rather than adopting the polished minimalism of contemporary luxury retail, the space balances classical references with modern restraint, preserving the poetic eccentricity long associated with Fornasetti.

The project also introduces Fornasetti Fiori by Fjura, a twelve-week floral residency by Australian creative Simone Gooch, whose sculptural arrangements transform the store into a living installation. New collections—including porcelain and ceramic vases, the Palladiana e Arlecchini bar cabinet, and a rug collaboration with cc-tapis—extend the atelier’s signature blend of craftsmanship, irony, and fantasy into new forms.