Optima, a pharmacy franchise brand with more than 40 years of history, has opened its new concept Optima Wellness Museum Pharmacy (OWM Pharmacy) in Seoul’s affluent Gangnam district, positioning it as a next-generation curation-based health space.
Following its merger with Lifestyle Project (LSP), Optima has been combining its decades of expertise in research, development, products, and distribution with marketing and content solutions to attract consumers and provide differentiated experiences.
Backed by a community of more than 1,000 pharmacists, the company offers personalized health consultations, AI-driven unit-dose solutions, and premium private-label products, helping pharmacists build their brands while guiding customers toward healthier daily habits.
The newly launched OWM Pharmacy expands the role of the pharmacist from dispensing medicine to curating lifestyle health routines.
With the motif of a “nest of health” as its core inspiration, the space provides a calm, informative, and trustworthy environment, in contrast to the large and overwhelming layouts often associated with hypermarkets.
The concept also emphasizes expertise-driven guidance, where pharmacists act much like museum docents, leading customers through tailored wellness journeys that extend beyond basic prescription services.
Located within a five-to-eight-minute walk from Gangnam Station and Sinnonhyeon Station, the Gangnam branch highlights its role as a flagship model in one of Korea’s most active wellness consumption areas.
Positioned at the intersection of health, beauty, and lifestyle industries, the pharmacy aims to establish itself as a daily destination for consumers seeking a more holistic approach to wellbeing.
Spanning a total of 140 pyeong (approximately 463 square meters) across two floors, the space is divided into curated product zones on the ground floor and consultation and experience areas in the basement.
Visitors can access more than 3,000 wellness products, including pharmaceuticals, dietary supplements, and derma cosmetics.
Pharmacists provide curated product comparisons by category, grouping items with similar ingredients and effects, while in-depth consultations are offered in separate counseling rooms. Customers can also design personalized health management routines using OWM’s AI-powered supplement dosing system, based on survey results and biometric measurements.
Recognizing the growing presence of foreign customers in Seoul, the company has also prepared multilingual support. Pharmacists at OWM Pharmacy can communicate in English, Japanese, and Chinese, while the company is expanding recruitment to include additional language specialists. Product categories and usage information are already available in multiple languages, and the company aims to strengthen customized consultation services for international visitors.
Beyond product consultation, OWM Pharmacy plans to host silent yoga, pilates, and running programs, along with seasonal and thematic wellness pop-up events. These activities aim to position the pharmacy as a cultural and lifestyle hub. A membership system will ensure ongoing care and communication with pharmacists, strengthening trust and long-term relationships.
“OWM Pharmacy is not simply a retail space, but a starting point for customers to actively explore their health,” CEO of Lifestyle Project CEO Kim Jin-ho said. “By integrating health, beauty, and pharmacy operations, we aim to preserve the core value of Korea’s pharmacy industry while opening new possibilities. This model will not be limited to one area, but expanded to wherever it is needed.”