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PHANTASY PHARMACY

IS A COLLECTION OF CONCEPTUAL TOOLS FOR CHILDHOOD AILMENTS AND ILLNESSES WHICH RECAST PAINFUL, AWKWARD AND EMBARRASSING EXPERIENCES AS RITES OF PASSAGE, SPIRIT JOURNEYS AND SUPERPOWERS.

Childhood can be full of play and promise, but also pain. What might seem like a temporary annoyance to grownups can be felt as an unending bout of humiliation and suffering for young hearts and minds. Pink eye, lice, ear infections, zits -- the barrage of indignities can wreak havoc on even the most self-confident kid.


But what if these childhood ailments were recast as rites of passage and superpowers? What if the telltale itchy scalp or bloodshot eyes could be framed as something to embrace, even be proud of? That’s what Phantasy Pharmacy seeks to capture in its design fiction collection of mythic tools that could be used to combat common childhood ailments and illnesses in a way that celebrates each malady from beginning to end.

Phantasy Pharmacy is a design exercise that comes out of  IDEO Boston/Cambridge. Our designers were set loose to reimagine these types of maladies with the lens of childhood optimism and wonder. Their final design outcome? A faux-pharmacy and radical conceptual products for common childhood ailments like eczema, earaches, pinkeye and lice.


Take a look at The Pharmacy and how embarrassing moments can be transformed into badges of honor, empowering kids to celebrate the awkwardness of childhood.