Revolutionizing Pharmacy Design: Dr. Fleming Pharma & Healthcare

Alessandro Luciani's Award-Winning Design Transforms Traditional Pharmacies

Alessandro Luciani's design inspiration for Dr. Fleming Pharma & Healthcare came from the tradition of the oldest European pharmacies. The design incorporates elements from old pottery pharmacy vases used for medicinal and curative herbs, reimagined in a modern perspective. Nature also played a significant role in the design inspiration, with its soft and harmonic lines reproduced to express the concept of a bud, symbolizing a creature about to be born.

The unique properties of the design lie in its transformation of the traditional pharmacist-client relationship. Luciani's design removes the hierarchical and psychological barriers usually existing between the patient and the pharmacist, creating an equal relationship where the man represents the real center. This new philosophy leads the pharmacist to interact with potential clients on an equal level, giving more attention to their personal health needs as well as the sales aspects.

The realization of this design was achieved using white printed methacrylate for all product displays, shaped in three different sizes based on a specific design. The back wooden panels, coated with glossy white methacrylate, feature about 800 hemispheres of three different heights, manually placed, giving it a 3D effect. The same element used for the wall methacrylate display was chosen for the display island and the cash desks.

The design project, which took place in Milano, Italy in November 2013, aimed to create innovative points of sale. The main objective of Dr. Fleming pharmacies and drugstores is to supply main health and well-being services (60% of the space) through an innovative model based on a new purchasing behavior. The core business not only concerns the sale of the products but also the supplying of health services, guaranteeing quicker timing and lower costs.

This design was awarded the Golden A' Interior Space, Retail and Exhibition Design Award in 2014. The Golden A' Design Award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.