The Boots pharmacy on Corso Buenos Aires in Milan marks a new milestone for the international brand, introducing an updated format that strengthens the dialogue between design, service, and well-being. The project is signed by Alessandro Luciani, an award-winning designer known for his ability to integrate aesthetics, functionality, and multisensory experience within contemporary retail environments.
Having relocated from Via Felice Casati to its new location, the pharmacy now presents itself with a clearer and more accessible layout. While it follows Boots’ international guidelines, the project reinterprets them through a design sensibility that is closely attuned to the urban context and the expectations of the Italian public.
A layout that integrates color, light, and materials
Across a surface of 140 square meters, Alessandro Luciani develops a balanced composition of colors, materials, lighting, and natural greenery, thus creating an environment that feels both welcoming and easy to navigate. The internal areas are also differentiated chromatically: pink tones define the beauty zone, while green and blue hues identify pharmaceuticals and parapharmaceuticals.
Moreover, columns clad with vegetal elements introduce a natural dimension that softens the overall space. As a result, the environment conveys a calmer atmosphere, reinforcing the connection between interior design, health, and personal well-being.
Lighting and bespoke furnishings for a contemporary experience
Warm lighting accompanies the customer journey throughout the store, contributing to a comfortable atmosphere that remains consistent with a contemporary design language. At the same time, the project introduces essential-profile checkouts and bespoke furnishings, specifically designed to optimize circulation, operational efficiency, and interaction with customers.
In addition, particular attention has been given to visual communication. By making it more immediate and intuitive, the design facilitates orientation within the store and therefore enhances the overall customer experience.
Beauty Area and services: towards the “Pharmacy of Services” model
A key element of the new format is the Beauty Area, conceived for a younger audience and dedicated to skincare and haircare. Here, the space becomes a point of interaction where products, consultation, and design work together in synergy.
Alongside the retail offer, the pharmacy also integrates a dedicated service area for screening, prevention, and nursing assistance, as well as psychological support. Consequently, the project aligns with the evolving “Pharmacy of Services” model, which increasingly places the individual at the center of care.
A pilot project for the future of Boots in Italy
Overall, the result is a harmonious and welcoming environment that clearly reflects Alessandro Luciani’s design philosophy: maximizing the customer experience through light, color, and spatial design. This holistic approach, therefore, enhances both brand identity and personal well-being.
The Boots pharmacy on Corso Buenos Aires represents the first step in a broader collaboration between Alessandro Luciani and Boots, which is set to continue with new projects across the Italian territory.
by AN Shopfitting Magazine no.189 ©