ECU PHARMACY

Granada, Spain

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ECU PHARMACY

Granada, Spain

Firm

Ariasrecalde Taller de Arquitectura

Type

Commercial › Retail
Government + Health › Medical Facility

STATUS

Built

YEAR

2015

SIZE

0 sqft - 1000 sqft

BUDGET

$0 - 10K

A pharmacy moves to a new location, and this becomes an opportunity for the business to develop a new commercial concept, one that is specific, specialized and unique. Since it is a move to an entirely new part of town, the new pharmacy will lack a clientele, so its new strategic location will enable it to attract new clients, both residents of the area and passersby.

So, the first step was to carry out an in-depth analysis of the local population as potential direct clients, and to make the most of existing synergies with nearby stores, as well as local flows: transport, intersections and crossings.

Farmacia ECU takes its name from the ECU building, its commercial venue. It is set in a new neighborhood, where most of the population is young, educated and critical, as well as very demanding and active in the use of new technologies and social networks.
The proposal is to create a distinguishing and specific design, far from the recent homogenizing trend in pharmaceutical design, by importing commercial strategies, marketing ideas and services from other sectors. Instead of Homogenization we propose Individualization. Instead of globalized shopping, we highlight the values of local commerce and the neighborhood market, creating a local identity that gives a feeling of proximity, of a direct and personalized approach.

This pharmacy's architecture and interior design projects are part of an integral and coordinated image-building and commercial strategy that covers everything from Branding, Logo and Labeling designs, product presentation, promotion, visualization and 2.0 presence.

The commercial premise is deep and narrow. The design of the new pharmacy must actively influence user behavior by:

. Locating and identifying the hot spots and cold spots
. Placing the most popular products in the cold spots and vice versa
. Actively influencing the client to avoid shopping routines.
. Introducing moveable and changeable elements to configure and channel flows.
. Using the side walls as product exhibitors.
. Using the central space to give shape to the flows.
. Establishing a new concept: the ceiling-high shop window.
. Reinterpreting features that come from neighborhood shops: DIFFERENTIATION
. Using the market place as an example: Stands and the Central Space

The ceiling-high shop window. The commercial shop window no longer makes sense, a pharmacy must reveal itself completely and be transparent. The static shop window no longer makes sense, the product that must be shown is the pharmacy itself. By using a local reference in which shops exhibit their produce by hanging it from the ceiling, we propose a ceiling-high, back-lit container in which to place temporary hanging installations that vary depending on the season: suspended umbrellas, colorful balls, large flowers, etc. The setting up and dismantling of these installations as well as their preparation are all part of the promotion and adds content to its presence in social networks. To achieve this, these actions are carried out in coordination with the community, making them part of a collective project.