Introducing the service experience | Inclusivity With 485 affiliated branches, Service Apotheek is the largest and best-rated pharmacy chain in the Netherlands. With the arrival of large, international online parties such as Amazon that will also distribute medicines, it is important to show the added value of the Service Apotheek. Why do you come to the pharmacy? Is that still necessary at all or is it also possible online? In the renewed brand identity, by strategic digital agency Fabrique, the unique knowledge of the pharmacist and personal service are paramount. A contemporary inviting environment in which the visitor feels welcome and comfortable has become essential. Moreover, the dialogue between pharmacist and customer plays an increasingly important role in pharmacy services as the trend moves from curing to prevention. The design of the Service Apotheek focuses on the customer with a warm, safe and calm interior where accessibility, privacy and visual contact with the staff are optimized. With the design for Service Apotheek GROUP A introduces the service experience in the landscape of pharmacies on a large-scale. Redefining the pharmacy layout | Innovation The design redefines the layout of the pharmacy typology with a clear zoning concept that generates transparency and acoustic privacy. By removing the barrier between the customer and the pharmacist, we created a service minded environment. The inviting waiting area is situated in such a way that visual contact between pharmacist and customer is maintained at all times and acoustic privacy is safeguarded. The counter is divided into standalone elements inviting the customer to, if desired, stand next to the pharmacist instead of standing in front of the cash register. The displays provide an inviting and clear organization of products. This creates an experience in which service and convenience are paramount. Scalable, efficient and modular interior concept | Functionality With the scalable interior concept GROUP A has created a circular, modular and flexible design that can be applied to all existing branches. From small to large, from newly constructed to monumental and from concept store to simple renovation. Pharmacists can opt for an optimal or minimal implementation of the new interior identity within the specific possibilities and wishes. Thanks to a well-thought-out system in the form of a "Toolbox", aimed at reusing existing interior, the interior is efficiently integrated per location. Shades of blue and wooden slats on a warm grey to neutral white backdrop| Creativity The customer to the Service Apotheek is welcomed in a warm, inviting and peaceful environment. The rounded corners, which characterize all interior elements, in combination with the wooden slats on blue MDF, provide a soft and friendly appearance. The counters are uncluttered and tidy, but not too clean. Open and transparent but with enough privacy. The gradient of blue tones in combination with wood against a warm gray to neutral white background guides the user in the routing of the zone concept. From the facade where the blue Service Apotheek’s corporate identity catches the eye; to the public space that is characterized by shades of blue fabrics on warm gray floor surfaces against a wall of vertical wooden slats on blue MDF; along the counter and meeting area where the warm gray floor surfaces overflow into a white floor to the back office where the more technical and professional white domain of the pharmacist is situated. The crisp graphic layer above the sales displays and counters is milled from solid surface panels with lighting behind them, illuminating the graphic expression. Toolbox promotes circularity, sustainability and flexibility | Sustainability We chose a scalable and modular interior concept as a solution to the scale and diversity of the 485 branches. The Toolbox, captured in an element matrix, consists of various interior components, including counters, hand sales displays and showcases, planters, promotional furniture, modular benches and children furniture, which can be executed independently of each other. Where possible, existing furniture of the branches forms the basis on which these individual components are assembled. In this way, a counter is remodeled, pharmacy cabinets are covered with new foil or a bench is re-upholstered. Reuse and circularity are therefore an important component of the concept. The elements matrix is used as a palette where the ambition and size of the pharmacy can be quickly set against the possibilities and investments. With the Toolbox we have developed a concept that transforms the Service Apotheek branches in an efficient, sustainable and circular way.
Service Apotheek
Group A
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Nathan Watts
Creative Director
at Interstore
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6
3
5
4.5

Simon Goff
Founder and Director
at Floor_Story
7
7
7
5
6.5

Lorcan O'Herlihy
Founder, Design Principal
at Lorcan O'Herlihy Architects [LOHA]
6
7
6
5
6

Nic Granleese
CEO and Cofounder
at BowerBird
5
6
5
5
5.25

Ting Yu
Chief Architect
at Wutopia Lab
4
5
3
5
4.25

Frank Lee
Founder and President
at Shanghai Fengyuzhu Culture Technology
4
5
5
5
4.75

Janne van Berlo
Founder
at Atelier van Berlo
4
7
6
7
6

Tobias Geisler
Cofounder
at VAVE Studio
4
6
3
5
4.5

Julio Kowalenko
Cofounder
at Atelier Caracas
4
6
5
5
5

Jeff Yrazabal
President
at SRG Partnership
5
5
5
5
5

Akanksha Deo Sharma
Designer
at Ikea
6
7
7
5
6.25
Designer
Client
Service Apotheek
Floor area
125 ㎡
Completion
2020
Strategic digital designer
Interior construction
Lighting designer
Photographer