MOBILM NEWS N° 23 - March 2009
Commercial Architecture | Concept Creation | Product Design | Visual Identity
New product
EASY-LINE
case file
ArchItEcturE ANd dESIgN
Get away
tO NANtES

Editorial
ahead of the crowd
contents in commercial efficiency
Editorial p. 03 For the last 40 years, Mobil M has foreseen and accompanied the
progress in the dispensary field, answering the needs of
Mobil M ahead of the crowd in commercial efficiency
pharmacists and their patients and customers with contemporary
high quality and unique solutions.
New product p. 04 Today, more than ever, in these difficult times where problems in
Easy-line®, Mobil M’s new wall units the economy are expected and for many already experienced,
Mobil M is right beside its dispensary customers to provide them
with the keys to well-thought out and budgeted success: creation,
Case file p. 06 innovation, differentiation, and commercial performance.
The Faletti pharmacy, architecture and design
Receptive to market changes, Mobil M has been able to gain and
sustain its place as market leader. It has adapted its organization,
approach and methods to be in a position to offer dispensary
In the spotlight… p. 08 managers new areas of expertise: design, commercial architecture,
All across Europe, innovative creations by Mobil M communication.
Mobil M makes the difference: creation.
In depth p. 16 Creating the strategy for a point of sale and imagining the
“Connexion ” grouping … communication and design environment to reflect this position is a
necessity.
get noticed through branding strategy
Challenging conventional ideas and prejudices which can blinker
2 3
us and looking to the future… this has been Mobil M’s leitmotiv for
the last 40 years.
Group News p. 18
Manny, Coupechoux Group’s new Headquarters
Patrice Coupechoux
Get away to Nantes p. 19
You mustn’t miss … the Isle of Nantes machines
directeur de la publication : patrice coupechoux – coordination/rewritting : corinne
Muracciole – rédaction : atelier ici&là – Hubert linder – pierre-Guillaume saillard – Jérôme
Gaubert – alexandre Genton – Kiol – dominique amouroux - création / Maquette : plus que
les mots - Vu par… - Photos et illustrations 3d : Vianney saintenoy – laurent Brandjs
Balmat - Machines de l’île, Galerie des Machines, le Grand eléphant, calamar à rétropropulsion
© Nautilus Nantes - agence tétrarc – samoa - Mr. fabrizio orioli - Mr. adriano pecchio - césar
san Millán - santi Viladrich - philippe cornerais - Xisco Bonnín
dépôt légal : 1er trimestre 2009 - imprimerie : Val production Graphique / france

New product
New product
easy-line
light
and large surface printing
easy-line® is part of Mobil M’s new range of wall units
and centre-stands. this range was specifically created
to respond to an economically stretched market,
and is aimed at customers seeking to maximize value
for money. through its simple construction and rational
selection of materials, the easy-line® line focuses
on the essential: display, communication, promotion,
flexibility. its light and sober lines are sufficiently
discreet to emphasize product visibility and enhance
sales.
finally, through a remarkable simplicity of printing,
the graphics and visual coverage are not limited
to the upper part of the unit, but make the most
of the whole surface for an even stronger impact.
4 5

case File
case File
The Faletti Pharmacy,
plexiglass panels which slide horizontally across the whole taking away its commercial dynamism. the natural and impressive
surface. this means that from the outside the passers-by can backdrop to this environment led us to work on a horizontal plane,
make out the products whilst having their curiosity aroused and alongside, rather than in competition with the existing space.
by the vibrant and changing colors. on the inside, the original in this way, in spite of a rectangular and strict allure, the whole
Architecture and Design beauty and richness of the building with its manifold arches
reinforced our willingness to visually portray a certain strictness
structure took on a certain lightness. this is reinforced by a play
on light which lightens up the mass of the products on display
which is demonstrated within the medical and pharmaceutical whilst, at the same time, reinforcing the overall technological
project. on 20 october 2008, following two years of building sectors and to create a clinical and professional area without tone.
How about Italy as the place
work carried out by the same team of specialists who
to begin the revolution? We renovated the arc de triomphe in paris, an innovative multi-
6 7
may have presumed it was a French specialty, service health center spanning 4 floors saw the day. on the
ground floor an area has been used for the automated
but when one thinks about it, what more
distribution of medicines. also on this level there is a
natural place than the heart of design and fine drugstore including a distinguished skin care cosmetic area.
arts to reveal the latest tendencies in phar- on the first floor customers will find a health food store
as well as a separate children’s area. as for the second floor,
macy design!
this is the orthopedic center with booths for consultations,
analysis and care. finally on the third floor, there is a surgery
and so it was that in the ancient 18th century building in the with general and specialized doctors. Medical expertise
historical center of romano di lombardia, two young gathered under one roof without a doubt brings improved care
pharmacists, with their strong family backgrounds decided to to the local population. in order to accompany our customers
stir up tradition. the project itself was the fruit of a long in such a project and to make the most of the space available,
reflection which gave birth to its unique architectural Mobil M drew upon its wide-ranging skills in the areas of
conception but the force and originality of this pharmacy or commercial architecture, design and communication. the shop
rather “health center” goes further than appearances. it is window is intentionally lively and attractive, interplaying
above all a meeting of minds and companies sharing a common transparency to show the dispensary team and the
vision for the future, with real convictions in terms of social prescription area which is at the heart of the pharmacy, a
progress and especially joined together by a common passion pulsating and active heart, in constant movement. for the
which enabled the outline of the concept to be drawn up. this central part of the shop front, in order to put the products
common set of values enabled Mobil M to hear, understand and on display but without blocking out the window area, we opted
then translate dr faletti’s ideas into an exceptional global for a certain translucency through the use of removable

In the spotlight…
In the spotlight…
In France...
Pharmacy Terre Rouge
8 9
A concept in the heights
The TERRE ROUGE pharmacy, after transfer and construction,
has been created in a brand new space in which the owners Sales area: 166 m2
Mr and Mrs Lamothe wanted to obtain more space, light Back office: 116 m2
upstairs: 96 m2
and product display area to meet their customers’ requirements. construction: industrial building
The concept was based on the pharmacy’s name «TERRE» (earth)
and «ROUGE» (red) and is concentrated in two areas around the
entrance.
Reach out to the customers
The materials and architectural elements that were chosen through elegance and color.
underline the strong preference for contemporary commercial
architecture.

In the spotlight… In France... In France and the French Caribbean… In the spotlight…
Pharmacy Tohannic
Pharmacy Vila rémy
Spacious and Magisterial Design and Fashion-conscious
Pharmacy Praden - de Faria Pharmacy Praden - De Faria
renovation - Pharmacy in town Mme Agnès Praden - De Faria
Clarity and Efficiency Centre Commercial Intermarché
Sales area: 86 m2
Avenue des Frères Lumière
transfer 30100 Alès
Pharmacy Vila Rémy - M. Vila Rémy
1 avenue du Général de Gaulle Shopping center pharmacy
97139 Les Abymes - Guadeloupe Sales area: 210 m2
transfer
Shopping center pharmacy
Sales area: 180 m2
Pharmacy Tohannic
M. Rousseau
7 rue Jean Perrin
10 56000 Vannes 11
Pharmacy Beynost
Invigorating and Practical
transfer
Village pharmacy
Pharmacy rond Point Pharmacy catalane
Sales area: 155 m2 Advice and Quality Choice and Diversity
Pharmacy Beynost renovation and extension Extension
Mrs Afresne and MrsGenthial Shopping center Pharmacy Village pharmacy
Route de Genève Sales area: 95 m2 Sales area: 185 m2
01700 Beynost
Pharmacy Rond Point Pharmacy Catalane
M. Ozier Lafontaine Mr & Mrs Molet
Centre Commercial du Rond Point 31 Avenue du Canigou
Pointe des Nègres - 97200 Fort de France - Martinique 66490 Saint-Jean Pla de Corts

In the spotlight… In Greece… In the spotlight…
Pharmacy Liakos
In Switzerland…
Modern and Dynamic
Pharmacy Populaire
drugstore
Well organized
and attractive
renovation
Pharmacy in town
Perfume counter
Sales area: 300 m2
Pharmacy Populaire Drugstore
Mr Jacques Germanier
Rue de la Servette 81-83, CH-1202 Geneva
12 13
Pharmacy
Plus du rondeau
Design and Professional
service
creation
transfer Pharmacy on outskirts of town
Pharmacy in town Sales area: 75 m2
Sales area: 125m2
Pharmacy Liakos
Pharmacy Plus du Rondeau M. George Liakos
Mr Denis Maigre 15231 Halandri – Athens
Rue Ancienne 84, CH-1227 Carouge

In the spotlight… In Spain… In the spotlight…
Pharmacy Bonnin Pharmacy dr. torrents In Italy… In Belgium…
Service and Heath Tradition and Advice
Pharmacy Sant’ Agata Pharmacy Ergo
total renovation - Pharmacy in town total renovation - town center pharmacy
Sales area: 198 m2 Sales area: 120 m2 Light and spacious Countryside chic
Pharmacy Bonnin - Mrs Teresa Bonnin Sanchez Pharmacy Torrents transfer transfer - rural village pharmacy - Sales area: 60 m2
Archiduque Luis Salvador, 79 America Torrents Lorca - Gran de Gracia,16 Pharmacy in residential neighborhood
07004 Palma de Mallorca 08012 Barcelona Sales area: 300 m2 Pharmacie Ergo - Mrs Ergo - 7120 Estinnes-Au-Val
14 Pharmacy S’agaro 15
Originality
total renovation
Village pharmacy
Sales area: 120 m2
Pharmacy S’agaro
Mr Albert Arque Barrios Pharmacy Sant’ Agata
Pharmacy dierickx
Avenida Platja d’Aro, 297 Dottoressa Misenta
Rue Guffanti, 2/D Advice and Design
17248 S’agaro
Bulgarograsso (CO)
total renovation
Pharmacy in town
Sales area: 140 m2
Pharmacy Plaza Nueva
Pharmacy Dierickx
Compact and Design Mrs Dierickx
9080 Lochristi
total renovation
Pharmacy in historical town center
Sales area: 29 m2
Pharmacy Plaza Nueva
Mrs Marta Gamarra Martinez - Plaza Nueva, 4 - 48005 Bilbao

In depth
In depth
Groupement
The shop layout should say something to the main users - the Once we had found the form and outline of the logo, we left the
customers. The typical circuit a customer would make in the future choice of personalizing the colors to the two Pharmacy managers.
layouts could be designed as a geometric form resembling a cell. Two Finally, brand identity should not be timeless. It is for this reason that
pharmacies and therefore two similar but different cells which we have created a logo which is bio-morphological and adaptable.
symbolize the spatial human movement and activity in each of them. These two cells can multiply if desired: this being the idea behind the
The logo was created through strong and human values: fluidity, « connexion » grouping.
conviviality, accessibility, practicability, clarity, life and desire.
Groupement
«Connexion» grouping …
Get noticed through branding strategy
16 17
A brand is above all an essential strategic tool The captive element, which is the identity of this space, is the
fulfillment of a promise of a benefit given to the customer: price
to capture the zapping consumer. Creating a
promises, advice, offers, new products, but also the confidence that
brand means building an identity which is resides in a space where health and pleasure come together.
capable of immediately transmitting the best Brand identity is a philosophy carefully built up with the Pharmacy
manager and his teams through the knowledgeable eye of the
points of a structure and which becomes
consumer. This logical approach uses a mechanism to understand
sustainable through its ability to develop its everyone’s expectancies properly, to communicate better, sell better.
business. Business means sales: sales of There must not be emptiness in the message which is conveyed;
a pretty logo and a name are never enough to transmit the
services, sales of products…
specificities of a point of sale and even less so to stand out from
the more and more determined competition.
In the case of the Commeil and Devineau pharmacies we were dealing
Before any creation project, the analytical stage is essential. A study with two friends, two transfers within two shopping centers a few
covering the environmental, sociological and geographical aspects kilometers apart. Simple collegiate grouping and share of interest, we
of a point of sale means taking a look at what already exists had to respond to a new problematic: « We want to pool our
and seeing things through the eyes of the consumer. The buying communication whilst remaining different in spite of our similar
space is intrinsically made up of an exterior and interior space, customers and surface areas. We have therefore chosen to
a product area and a qualified team. communicate according to the specific layout of each pharmacy ».

get away
to Nantes
group
News
You mustn’t miss ...
cultural life: graphics and design institutions, private art centers, art
galleries, architects, urban planners, landscape gardeners, designers,
creators, filmmakers, communication agencies, cultural intermediaries,
radio stations, local television, press…
Close to the « Isle of Nantes machines » and the « Manufacture », The Isle of Nantes machines
between the Magistrates Court and the former Alstom hangars, Manny
will sit beside the big names of modern architecture: Jean Nouvel, Specialists in their art, philanthropic inventors and poets set up on
Christian de Portzamparc, Lacaton and Vassal, Lipsky-Rollet, Michelin, the Isle of Nantes in 2007 under the leadership of Pierre Orefice and
Dusapin Leclerc, Barto and Barto… François Delarozière to share with an enthusiastic public their
universe of demiurges. The machines, which are assembled in the
disused halls where merchant ships used to be built, are no less
Manny, ambitions for art impressive than the latter. Extraordinary through their size, their
Manny
functions, the curious originality of their being, or just the way they
and creation look, these surprising masterpieces, inspired by Jules Verne for their
imaginative genius, by Leonardo de Vinci for their mechanical
vocation and by their creators for the rest before your own eyes.
Indeed, the workshop and its artists can be seen from a gangway
Design think-tank overhanging the constructions in progress. It is in the midst of the
a
mo
smells of melting steel and burning wood and a fascinating
Sa
Coupechoux Group’s
©
With Manny, IDM, the interior design entity of the Coupechoux Group will capernaum that these renowned machines which move with
inaugurate an exceptional showroom entirely dedicated to design. A unforgettable grace and delicacy, are created.
new architecture and design headquarters
window on the contemporary scene of furniture design, this space of
almost 1 000 m2, intends to be a vehicle to promote Design. From the www.lesmachines-nantes.fr
18 19
design of space to the design of an object, a true design expertise will be
offered to all through this new place which will be home to an exhibition
An innovative and resolutely eco-responsibility. The blueprint arranged like an “urban nest” - favorable
towards the development of structures, or the diversification of the
gallery, documentation center, exchanges, meetings, conferences,
receptions…
contemporary architectural form group’s activities in terms of commercial architecture and global design,
or the synergies created through the pooling of competencies in which
the added value of intelligence, strategic reflection and creativity
Built at the behest of Patrice Coupechoux,
flourish. Through this remarkable project which will see the day in
Chairman of the group which bears his name, the autumn 2009, the Coupechoux group fully plays its part in the best of
new headquarters of the Manny Group is in the contemporary creation.
centre of the Arts campus.
Grouping the companies Mobil M and IDM together in one part of the
Manny, a strong signal for creation on
building, Manny represents an exceptional architectural signal, a true the Isle of Nantes
urban witness of the current wave of creative vitality. Soft volumes
decorated with shafts of metal sets the scene for the comfort required Situated on the Isle of Nantes, on the South bank of the River Loire, a
by a serene activity: abundant natural light, optimization of useful few steps from the historical center of Nantes, and surrounded by two
surfaces, modular work areas… The building’s architecture forcefully national design institutions (School of Architecture and School of Fine
expresses two components of our modern companies: creativity and Arts) is a concentration over a few hectares of the actors of a vigorous

Mobil M,
it’s the vision
that creates
the concept.
Création : vu par... Nantes
Mobil M Commercial Architecture - Communication - Design
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