Canada's first highly immersive retail store by Paolo Ferrari has opened in the heart of downtown Toronto. Pharmacy Alchemy's innovative flagship rejected the stunk design. They wanted the new flagship store to offer a brain experience filled with art, nature and technology, and the project's aesthetic was directly influenced by the brand's identity. This alchemy makeover allows the flagship store to combine high-tech ingenuity with natural materials to create an elevated space that feels like a boutique design.

Ferrari's retail space is designed to be an immersive, interactive experience that can also cope with the constraints of COVID-19. Visitors are brought into the interior by an entry area decorated with a tree and a small garden, framed by fan-shaped floor tiles and illuminated from above, like "specimens in a laboratory". For Paolo Ferrari, the shop is a cross between a laboratory and a temple.

The store is designed around the flow of people moving and shopping through the space, and the fact that customers can also buy online in advance if they know what they want in advance and check out quickly in-store is preferable during COVID-19. But for those who like to come out and shop and touch the real thing, a series of unique areas will bring sensory pleasure. The multi-sensory tour begins at the arrival area, where customers line up around a lush plant installation that looks like a lab specimen.

Small digital audiences are embedded into the surrounding walls, creating a kaleidoscopic visual effect that allows guests to explore while waiting. Once inside the main space, warm and cool hues blend together to create a sense of calm, a serene retail experience, with soft and strong geometric shapes throughout. But when customers enter the accessories room, a David Lynch-esque cinematic aesthetic takes over the space. Customers end their journey as they enter the checkout area, which features natural terracotta tiles, aluminum walls, terrazzo floors and bright ceilings that evoke a world completely different from the past.