The reason for execution: The branch’s decor and layout were outdated. The cramped space wasn’t appealing or easily accessible. Moreover, the historic building was in need of some serious renovations.
The objectives: Creating an inviting, attractive environment that favoured a smooth flow of traffic and drew attention to the beauty of the building, all the while seamlessly fitting in with the sophistication of downtown Montréal.
The challenge: Making the most of the location’s rich heritage, while coming up with bold solutions to circumvent the architectural constraints.
Structural limitations made it impossible to fully open up the first floor; the layout therefore had to be designed to make it easy for customers to circulate through the pharmacy and to make the dividing wall fit in with the rest of the decor. Finding a way to draw patrons to the second level posed another challenge for the designers. They rose to the occasion, designing an open, inviting space that incorporated the prescription counter and steered customer traffic towards the stairs, in particular through the use of a ceiling detail that created the illusion of movement. Several architectural issues were inherent to the stairs as well, forcing the designers to think outside of the box in order to come up with bold, innovative solutions.
An in-depth study of the existing building—with its two levels and partition dividing the space into two distinct sections—was required to work out the elements that would effectively meet the pharmacy’s professional and commercial considerations, while at the same time making the most of the building’s beauty and respecting heritage standards. The result: aperfect blend of contemporary, creative, and functional design, all inspired by the surroundings.
The concept: Water—source of well-being, health, and beauty.
Walls covered in waves; sparkling light flowing down from the ceiling like rain falling from the sky; large, stream-like structures adorning the ceiling; the sculpted rose over the perfume section reminiscent of morning dew—all elements created and hand made by the design company’s designers and craftsmen to complement the water concept. The result: a spectacular blend of purity, freshness, and grandeur that embraces each customer upon arrival.
The impact: Since the opening in June 2010, customer traffic and sales have increased significantly.
Furthermore, the new layout makes employees’ jobs much easier, as the store is better lit, less cramped, and more open. Finally, the beauty of the cosmetics department will surely attract prestigious new brands, thus improving Jean Coutu’s product offering and boosting its reputation.