CAPSULE PHARMACY: NYC FLAGSHIP
DESIGNING A FLAGSHIP FOR THE FUTURE OF PHARMACIES
SPACE DESIGN | BRAND MOMENTS
Capsule began in New York City in 2016 with a vision of creating the pharmacy of the future. But rather than the impersonal, data-driven future many might imagine, Capsule conceived of something softer: “a nice future where technology is used to help people live a healthier and better life.” As a mobile first model, with prescription home-delivery and direct texting to pharmacists, most consumers will never need to walk into a brick-and-mortar Capsule location.
And so, when Capsule sought to open their flagship in midtown Manhattan, they hired us with a unique challenge: create a physical manifestation of the brand by designing a space that would serve primarily as a high-visibility billboard for the brand, while also providing a seamless in-person experience for the small number of customers who would prefer to walk-in to pick up a prescription.
CAPSULE EMBODIES A NICE FUTURE WHERE TECHNOLOGY IS USED TO HELP PEOPLE LIVE A HEALTHIER AND BETTER LIFE.
The design concept was strategically stitched together from various facets of Capsule’s brand identity to emphasize its market-disruptor status with a decidedly differentiated aesthetic from other pharmacies—and tech companies alike.
Eschewing the traditional bright, white, sterile pharmacy, we opted to bring Capsule’s deeper brand colors to the forefront in elements across the space giving the storefront a cozier, warmer aesthetic—evoking feelings of trust and care. The design was also meant to channel Capsule’s ‘loving mother’ persona giving a feeling of calm.
To showcase the playful, innovative side of Capsule’s persona, we layered bold, large scale brand elements across the walls, creating an eye-catching billboard for passers-by, and giving the storefront an energy of its own—with or without many people inside.
Each wall in the space was designed as its own focal point—or shareable moment—communicating portions of Capsule’s brand identity and positioning.
Framed by a bold blue facade, the front windows incorporated an oversize knock-out pill pattern executed with clear and frosted glass intended to draw the eye into the space by creating framed, vignette views.
Inside, a large, rear focal wall drew on the same pill pattern, this time on a much smaller scale. Each pill was dimensional, and used a variety of blue-colored materials such a felt, sound-proofing material, and wood, to add a textural, organic feel to the otherwise. monochromatic wall. At the center is a pill-shaped service window with blue-tinted glass for customers to interact with pharmacists.
THE SPACE WAS DESIGNED TO BE INSTANTLY RECOGNIZABLE, YET CLEARLY DIFFERENT, THAN ANY OTHER PHARMACY.
The side walls each were designed with further dimensional elements. One with the brand’s mantra “everybody needs some looking after sometimes,” and a stylized medicine-cabinet-as-art, back lit display with shelves of Capsule’s unique blue plastic pill bottles. The other wall focused on the localized-aspect of Capsule, with a New York skyline illustration by Franklyn, and a back lit heart with knock-out pill shape. A central seating area on both sides of the space feature frosted globe lighting, plush ottomans, and large area rugs to further soften the overall space.
The New York flagship was Capsule’s first fully-branded storefront, and was intended to inform the design direction for other markets as the brand continues to grow and expand into other cities.
PROJECT AT-A-GLANCE
CLIENT: Capsule Pharmacy
TYPE: Space Design + Brand Directive
LOCATION: New York City, NY
ACTUALIZATION: Flagship space design and directive for future expressions.
PARTNERS: 11th Street Workshop / Franklyn
OUR ROLE:
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production Management
PROJECT GALLERY
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