1 - Roots
At the end of the 70’s she joins Paghera, a company founded few years earlier by her brother Gianfranco,
eclectic and volcanic landscape architect, forerunner of a style that will later on be recognised as the most influential,
prestigious and innovative of the sector. Those are the years of professional formation, marked by important work experiences
and by a school of thought, her brother’s, that she shares and loves, defining it “stimulating and genius because free from any constrain
and mental prejudice”. Between them was born a collaboration based on a reciprocal esteem that led them to work side by side,
at alternate periods, for over thirty years.
Il tutto, ispirato dal fascino semplice e coerente di una visione eco-green-chic.
2 - Habitat
Anna Paghera was born in a family green fingered by definition. Five generations devoted to nature, a surname of which etymologies,
in the ancient local language means fir wood. A heritage of green genes and an innate vocation to a sense for beauty, harmony and architectural rigour,
allow forming her own style, which finds its ideal application in the scenic effect of green fittings, interior decoration and the creation
of previously unknown fragrances. All inspired by the simple and coherent charm of an eco-green-chic vision.
3 - Flowers
To the formation follows a blossoming of ideas, works and assignments
In 1986, for a company of the Paghera Group she creates the brand, the image, the interior decoration and the selection of products characterising
the brand Officina Botanica, luxury franchising chain of shops, opened in the most important Italian cities, dedicated to the lovers of green culture.
In 1987 she founds the company that carries her name, which acquires the “pilot” Officina Botanica in Brescia,
main source of information that she will find fundamental to draw the orientation of trend and style of every seasonal sampling of products.
In 1991 she signs a brand cession contract limited to a line of home perfumes that carries her name, distributed in Italy
and abroad by a company with strong experience within the context of cosmetics. Her very personal olfactory vocabulary, formed ever since
the childhood spent in close touch with plants and flowers, drives her to give birth to seven fragrances inspired by the scent of gardens,
drawn on her olfactory memory and realised with prime and rigorously natural raw materials. The quality and uniqueness of the line is rewarded
by an extraordinary success in terms of sales and consensus.
In 1995 Anna becomes Art Director for Paghera creating a new graphical image and applying it to advertising campaigns of great impact,
brochures and collectors calendars. Meticulous, careful on details, lover of research, she personally chooses every image, writes texts, directs videos
and invents and produces every institutional element. She founds the head–line “Green Philosophy” synthesising in a single expression the school of thought
of her brother and the creative choices they shared year after year.
From the beginning to today, in parallel with other competencies, she designs and realises installations, green sceneries
and themed scenic reconstructions for the most recognised names in fashion, culture, publishing and entrepreneurship.
Citing a few: Bulgari Gioielli, in the suggestive setting of Dante’s House in Torre dé Passeri: medieval inspired scenography for the presentation
of the private collection. Vogue, Condé Nast: reconstruction of a Hortus conclusus of herbs in the square of Sforzesco Castle in Milan on the occasion
of the anniversary of the birth of the magazine. For Gianfranco Ferré: hystorical reconstruction of the gardens of Biki palace for the new opening
of the boutique in Via Sant’Andrea and temporary scenery for the company’s headquarter in Via Pontaccio. For Henry Cotton’s, she realises
a birch wood set in the Polveriera di Palazzo Pitti in Florence, amongst wooden perfumes and barks and for the following edition, a garden divided
in rooms reconstructed in an indoor space. During an edition of Pitti Immagine Uomo for the magazine Monsieur she recreates an interior that echoes
back to atmosphere of Marrakesh. For the presentation of Aldo Coppola’s calendar, at the top floor of Rinascente Milano, she creates a sensory path
in a fir wood. For architect Simone Micheli at Salon du Meuble in Paris recreates a grassy carpet texture for the patio of the installation-home of
Sim-Home. At Teatro alla Scala on the occasion of the opening of the Aida Opera directed by Franco Zeffirelli she signs the fitting out inspired by
ancient Egypt of Pharaohs, for the floral decoration of stages and foyers. For Lapo Elkann she invents a revisiting down the line
of post-impressionist/hi-tech of Manet’s Dejeuner sur l’herbe, for the fitting out of Italia Independent’s stand during Pitti Immagine Uomo in Florence.
For Gianni Peroni’s G&B she gives birth to a setting of great scenic effect transforming outdoor spaces in an incredible vegetable plot-garden, with
alfalfa sheaves as seats, field flowers and overshadowing wild mulberry-trees.
Green
REGENERATING POTION - For those suffering of continuous discontent
DREAM POTION - For the cynical who use too much brain and too little heart
MEDITATIVE POTION - For those lacking in determination even knowing what to do
CATHARTIC POTION - For those setting work as a first priority in life
EVOCATIVE POTION - For those taking everything too seriously
REVEALING POTION - For those looking to find themselves again
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