The “Pharmacy of Tomorrow” is located within the unique and beautiful Central Station of Antwerp. The concept is created by Studio Dott, an all-round creative design and consultancy agency based in Antwerp and Hong Kong. It is an innovative store concept that takes into account the needs of the customer, as well as the environment and the changing services of Belgian pharmacists. We learned from the service design process, and the experiences of the local pharmacists, that customers wont ask for a specific product.

Instead, they will generally start by explaining their problem. As a result, patient support and a good advisory role become increasingly important. To minimize the threshold for asking advice, pharmacists are no longer positioned behind the counter, but amongst the customers. Customers receive and pay their medication at a striking green cross, centrally located in the store and highlighted by its appealing form and color. The cross is connected to a robot warehouse.

No human time is needed to withdraw the product from the corresponding tray and the pharmacist remains with the customer to assist him in his purchase. Furthermore, all racks are specially designed to emphasize the duality between the monumental and grand Central Station and the new warm inviting interior of the shop. Two separate advice booths guarantee privacy for sensitive talks and treatments. The store is also equipped with two mobile outlets that can be flexibly deployed during rush hours to secure a qualitative and personal service.