We
live in a world undergoing profound transformations
and the advent of new technologies is radically changing
the way we work. Therefore, having a set of common
values is becoming ever more important as the
last repository of our humanity. Furthermore, these shared
values form the building blocks upon which we
construct our identity as a professional.
There
are 2 ways to react when faced with this situation:
-
isolate one's self from the world, refusing to accept change
by creating an imaginary barrier blocking out all of the
changes and consequential difficulties as well as
interrupting once and for all your continuously evolving
relationship with your customers.
-
React passionately with total self conviction and
trace out a new direction without looking back twice.
The De Grazia
family has always reacted in this way when faced with a
challenge, fighting for the survival of the pharmacy's
traditional role at the centre of the community over the
last three generations.
The
new De Grazia Pharmacy has recently
been opened in a modern 2-storey building looking out to
sea, 10 years after its first renovation. Measuring over 200
m. sq. and informed by a customer-centred retail
philosophy, this new pharmacy looks ahead with optimism.
This
pharmacy tells the story of many an Italian family
business, where hard work and a tenacious desire to
succeed have driven on the business generation after
generation. The new pharmacy is the culmination of the
family's hard fought battle for success, where technology meets
tradition and speed meets professionalism.
The
whole town was present at the inauguration, a show of
support for a family tradition that is strengthened with
ever passing generation and helps keep the
community living and united.
The
pharmacy is characterised by large windows that allow
passers-by to look into the pharmacy's interior. This is
composed of a prescription area with 3 one-person counters
with an aluminium finish, flanked by 2 totem-like
columns of sand. The colours of the display units have
been chosen with the pharmacy's seaside location firmly
in mind, ranging from azure to bright green.
Different shades have been used to distinguish the
various different sectors, making each one easily
recognisable. The cosmetics department has a
one-person illuminated methacrylate counter with
®Ral2 shelving units displaying an extensive range of
cosmetics and beauty products whose branding is clearly
displayed above the unit on a strawberry-coloured glass
tympanum sign.
The pharmacy is visible because the lighting plan
was conceived to ensure the pharmacy is well
lit and eye-catching day and night (LEDs light up
the shop windows turning them into an "urban lighthouse"
and
attracting a lot of attention). The pharmacy is a
pleasant place to shop as the route designed to
unconsciously guide customers around the interior
gives the customer sea views at various points.
The
public look into the pharmacy's laboratory and
dispensary through a glass panel featuring the
pharmacy's logo. Its light green and grey shades are in
harmony with the colour scheme of rest of the pharmacy.
Technology
combined with tradition create a dynamic and productive
work place.
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