Retail as a hybrid experience

In the heart of Milan, in Piazzale Cadorna, Amazon Parapharmacy & Beauty takes shape as the brand’s first physical parapharmacy in Europe. Designed by 967arch, the project introduces a new paradigm for contemporary retail, translating Amazon’s digital experience into a physical space that seamlessly integrates technology, professional consultation, and direct product interaction.

Set within a high-density urban context characterized by strong landscape sensitivity, the intervention unfolds inside a ground-floor commercial space, adopting a design approach that carefully dialogues with the existing building. The project partially preserves the original external window frames and the signage boxes positioned between the natural grey concrete decorative elements, maintaining continuity with the surrounding urban fabric and striking a balance between new and existing.

The concept is based on the fusion of digital retail language and the physical shopping experience. The interior is defined by a minimal and technological aesthetic, where light, materials, and spatial layout are calibrated to highlight products and intuitively guide the user journey. The distribution of display units follows a linear and modular logic reminiscent of e-commerce organization: clearly defined thematic sections, legible signage, and digital elements integrated into the displays, with widespread use of interactive screens reinforcing the brand’s digital identity.

Furniture design adopts a neutral color palette ranging from white to light grey, enhancing the sense of order and cleanliness typical of pharmaceutical environments. Custom-made joinery inspired by the iconography of Amazon parcels becomes a distinctive feature, translating the brand’s visual language into a recognizable architectural element. At the center of the space, the main counter—characterized by a refined material finish—acts as a point of interaction and discovery, suggesting a new mode of product engagement based on direct sensory experience.

A key feature of the project is the Derma Bar, a dedicated area designed to offer a unique beauty experience. Here, advanced technological devices enable accurate skin analysis, allowing customers to receive personalized consultations from pharmacists, who can recommend the most suitable skincare products. This service integrates professional expertise and digital tools into a highly customized, technology-driven beauty experience.

Within this space, the boundary between physical and digital retail dissolves, transforming the store into an experiential showroom where technology guides consumers through a fluid and connected journey, without sacrificing the tangible dimension of the product. Developed in collaboration with EXA MP through a design & build approach, the project demonstrates how design can respond innovatively to the demands of contemporary retail, creating an environment that is both functional and aesthetically coherent with the brand’s identity.