Rocha Pharmacy: High-Class Health and Beauty
Year: 2023. Sales Area: 40m2. Location: Barcelona, Spain.
“Fiat secundum artem”: that is our recipe for each retail design project in this exciting profession of creating unique pharmacy brands.
Here are the wisely selected ingredients and blended together as only we know how. Always creating a team with the client.
RETAIL DESIGN IS BUSINESS DESIGN
The business focus comes first in our pharmacy projects.
Our dear friend Alejandra Martinez Rocha, the chief pharmacist, and her father Juan explained to us: “It's a recently acquired pharmacy.. It has hardly any turnover. With a very consolidated competition; 4 pharmacies in the vicinity. With hardly any presence or visibility in the street. And a space with only a few square metres where everything happens around a counter. And with a loft...Who can we call to find a niche in this market? Who can offer us a differential design focus? The only ones we can think of are Marketing-Jazz.!
A SHOPFRONT TRANSFORMED INTO A PHARMACY.
Visibility, Visibility, Visibility and Visibility. The competitors had the rest. We work with the architecture, we made the two large classical columns part of the shopfront design, and our aim was that the whole pharmacy should be visible from the shopfront.
We create a single image, as big as possible and with the greatest quality. And above it a sign with a classical font, timeless and striking elegance.
A BRAND BASED ON THE SURNAME
What shall we call the pharmacy? We always stress the importance of creating a pharmacy brand. One that conveys a series of values. One that makes it possible to build a business project regardless of the location. Alejandra immediately opted for Rocha - its the mother's surname - to fly the flag of this project. The best way to start building a brand is to make love its foundation.
A LOGO INSPIRED BY AN ORIGINAL DESIGN
For us, the origin is key element when it comes to undertaking any retail design project; we had the surname, what we needed now was an appeal, a design element on which to develop a memorable icon for the brand. And it came to us in the form of an old hydraulically pressed tile that turned up in the pharmacy loft. From there, something was born in our heart.
A CLEAR FOCUS ON BEAUTY
Beauty is health in its ultimate expression. Alejandra saw clearly that her new pharmacy should attract an audience that seeks a lifestyle in which beauty forms part of health. The entire right-hand wall from floor to ceiling is devoted to dermocosmetics. A clear commitment to a female customer, of an affluent social class, both from this country and abroad.
A STORE LAYOUT WITHOUT A COUNTER TO DIVIDE IT. NEVER SEEN BEFORE.
The major strategic novel feature of this project is to propose and design the layout of the commercial space without a counter. Never seen before.
We have succeeded in ensuring that the public has access to each and every one of the walls. And that the staff work as “personal shoppers” of health with the customers, accompanying each customer to help her choose the best product for each treatment. We put a robot in the loft, the robotics with its laboratory, and a meeting room. All these rooms are connected visually with the pharmacy, and through a spiral the robot supplies the medicines, while the staff and the goods go up and down via a staircase and service lift.
FURNISHING AND VISUAL MERCHANDISING INSPIRED BY A BOTANICAL LIBRARY
Furnishing inspired by old libraries with our contemporary style. A staircase that extends around the perimeter to be able to reach the height of more than 4.5 metres. A homogeneous design with two different ways of presenting the products, horizontal on the left-hand side and asymmetrical on the right-hand side. In addition, to create rhythm in the presentation we include media for graphic communication and mirrors to enhance the positioning of beauty. The visual merchandising inspired in the use of books, pharmacy instruments, an old pharmacy jar belonging to the owners and large graphic line with a floral motif.
MATERIALS AND LIGHTING
The floor surface is continuous to give a clean visual line and a contemporary look. A concrete ceiling painted white, together with the white metal beams and metal lock give it an industrial touch. Technical LED lighting suspended on a rail at two levels. LED lighting in all the furnishings. Melamine and green Valchromat.