The Champs Elysées in Paris, the Parioli district in Rome, some of the most prestigious areas in Milan (like Piazza San Babila) and, in the near future, one of the most high class districts in London. These are not just the abstract co-ordinates of an international map to high class. But rather, they have something to do with luxury (joint to quality), yet, most of all, they represent the steps of a new way of considering daily habits. They are the new frontiers of Maligno Industriarredamenti based in Beinette (CN). The most refined cabinet-maker at the service of those who long for a free oasis afar from the homologating rhythm of daily habits.

"We have initiated a new concept of "non pharmacy", a type of store that moves away from habitual schemes with a new way of seeing the store as an open space - explains Andrea Maligno marketing manager of the company based in Piedmont - The idea stems from our wish to not be a simple furniture supplier, rather the forerunner of new technological and commercial concepts. In other words, the pharmacy becomes a space where both the professional doing his job and the client can experience and live the space dedicated to the daily routine in a different, complete way".

To achieve this goal, Maligno considered the quality of time, expressed through an absolutely unique customisation of space. The pharmacy should not be an anonymous place where goods are just exchanged - continues Andrea Maligno - rather it should be a design that follows wandering emotions.

The pharmacy must awaken and stimulate all five senses as well as the imagination, also through amplifying the herbalist and cosmetic areas. With us, the customer finds something totally new and stimulating.

For example, inside the pharmacy we have created dedicated areas where the customer will find special booths in which the chemist helps him/her to learn how to use the five senses, inviting the customer to choose a preferred setting (from the fragrance of the mountains to tropical colours)".

But that is not all: to give more importance to the perception of daily time, Maligno went even further. "Our pharmacy follows the rhythm of the changing seasons, even on the outside - confirms the marketing manager - It helps to create a new link, a less aseptic one, between the chemist and the customer. For instance, there must be a change in the way shop windows are dressed. The way they are designed today transmits a sense of coldness to the people looking at them and they are the same everywhere. In our design, we have even brought the pharmacy laboratory out into the open, where it is visible to the customer. Being able to watch where and how pharmaceutical preparations are made helps the customer to feel more at ease. Architecturally speaking, our design is bent on following sales development and growth. Those who appreciate beauty and quality will understand our concept". In this context the chemist becomes anything but - as it often happens - an anonymous dispenser of drugs and medication.

"As a matter of fact - concludes Andrea Maligno - We want chemists to take part in the renewal of the space they dedicate to sales; they must not content themselves with a work space that does not reflect who they are as a person. We want to involve them and work together with them, taking into consideration their satisfaction and creativity, as well as that of the client. Their personality must always shine through".