Innovation That Matters

Daylight windows

Pharmacy chain promotes wellness with lighted windows


A Swedish pharmacy chain has installed windows that simulate daylight to help passersby get through the long winters.

In northern Europe, winters are long and sunlight is rare. Research shows that in these regions, up to half the population can suffer from vitamin D deficiency. To help, Swedish pharmacy chain Apotek Hjartat decided to use its store windows to provide light therapy. Pedestrians in central Stockholm can now boost their energy by standing in front of the stores’ windows. These windows have been fitted with specially-adapted fluorescent lamps which then emit a light similar to natural daylight. The lamps flicker on whenever someone passes by the windows.

The project was devised by Swedish PR agency Wenderfalck as a way to help raise awareness of problems associated with the lack of daylight, and promote healthy habits. The initiative also helps to draw customers to Apotek Hjärtat and highlights the chains’ focus on wellness. Previous campaigns from the agency created a coughing billboard and illuminated pink ribbons to raise awareness of cancer. The agency describes its relationship with Apotek Hjärtat as a mission, “to position Apotek Hjärtat as the pharmacy with heart and warmth in order to build love for the brand and drive sales.”

At Springwise, we have seen a number of industries use innovative ways to incorporate the booming wellness trend into their business, including a wearable patch that can analyse sweat to determine levels of an athlete’s fitness and a mindfulness service to help corporate employees relax at work. Apotek Hjärtat’s integration of a wellness aid into client-facing structures, highlights the potential for other retailers to incorporate healthy-living into store design. In the future, we may also see wellness integrated into retail spaces that are not directly associated with health or wellness – providing a boost to sales as well as health. Will this approach work to boost sales as well as health?



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