Vibrancy, Vitality & Victory

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					Vibrancy, Vitality & Victory
Queensland group wins awards and admiration with innovative store design




              V for visionary:
      The award-winning V
   Pharmacy Group design
    features bright colours,
   easier access for prams
   and wheelchairs, a more
    visible presence for the
 pharmacist, and consulting
           rooms for visiting
    professionals such as a
   dietitian and naturopath.



                        Chris Brooker                            branding and logos as             easy access and attention      practitioners into the store.
                                                                 well as its in-store signage.     to customer needs creates          “We have combined a
Queensland’s V Pharmacy group has                                Even the name was part of         an ambianace that appeals      strong retail offer with a
                                                                 this marketing campaign.          to the public.                 strong professional offer.
been rewarded for its bold new vision                            He said                             “It’s so far detached from   We have a naturopath and
by winning two national retail design                               “V stands for vibrancy and     the usual conservative look    dietitian who visit, a nurse
awards.                                                          vitality. The V name is also      of pharmacies that it really   on staff and a prominent
                                                                 deliberately obscure; we felt     does appeal to people.         diabetes focus. To enhance
Design Portfolio, headed         design,”                        it would be more interesting      We were very conscious         this we have dedicated
by retail design guru Yuri            “A lot of pharmacies       to have a name that wasn’t        of the need for people to      consultation rooms, which
Bolotin, won Best Store          are quite plainly boring,       literal or descriptive.”          be able to move around         were specifically designed
Design and Innovation            but they don’t have to be.          Mr Loukas said he was         with wheelchairs, prams        for this role.”
in    Retail  awards      at     Health should be about fun:     “thrilled” by the awards and      or shopping trollies, so we         V Pharmacy currently
2006 National Retailers          if you’re well you want to      the final design, which had       have catered for that in       has stores in Cairns and
Association Awards, for the      be happy and stay well if       been warmly received by           the design. Also, we have      Smithfield in Queensland.
pharmacies’ design.              you’re sick you want to feel    customers.                        comfortable seating for        Mr Loukas said two more
       Mr Bolotin said the       better. You feel healthier in       “To be honest we were         waiting customers. Simple      stores are soon to open
design, featuring bright,        a brighter environment.”        anticipating       complaints     things like these really       with others to follow.
bold colours and clean                 Classic retail design     from older customers in           enhance the customer
lines, was based on the          principals of traffic flow,     particular, because it is quite   experience.”
concept of creating energy       signage and department          a radical departure from             The design has a strong
and boosting health.             organization           were     typical pharmacy design.          front-of-shop focus, with a
    “The design is cheerful,     incorporated in the final       But apart from on person          pharmacisteasilyaccessible
slick and interesting and        look, Mr Bolotin said.          who objected to the use of        to customers, Mr Loukas
is intended to generate               He and V Pharmacy          orange, the response has          said.     He has removed
energy. We feel it provides      managing director, Nick         been uniformly positive.”         non-health items from the
something      fresh    and      Loukas, also redesigned            Mr Loukas says the colour      store, and incorporated
innovative to pharmacy           the V Pharmacy Group’s          scheme combined with              rooms for visiting medical

				
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