Sensing the Past: Early Modern Apothecaries as Proto-Sensoria and their Influence on Contemporary Retail Environments
Written by Courtney Squires, McGill University
Edited by Iris Bednarski
I. Introduction
The early modern world was shaped by a multisensory environment of sounds, scents, sights, and human interactions.[1] Within this context, the apothecary served as both a medical and commercial space, bridging the practices of healing and trade.[2] This dual role is reflected in visual depictions of the period, including The Apothecary’s Shop fresco at Issogne Castle (c. 1489–1502) (Fig. 1), Pietro Longhi’s painting The Apothecary (1752) (Fig. 2), and the fifteenth-century German woodcut Old Apothecaries (1496) (Fig. 3). These images provide valuable insights into the spatial and sensory dimensions of the apothecary, revealing its significance as a site of both professional and economic activity. As Jacque Hunter and Bridget Crawley note, the “multi-sensoriality of the image was a less challenging concept before the ocularcentric modern age.,” which This underscores how early modern visual culture engaged multiple senses to create immersive environments.[3] Although textual records describe the apothecary’s role, visual media offer rare evidence of its physical and sensory environment, as well as the atmosphere produced by the design and use of decoration.[4] In the absence of architectural sketches or floorplans, works such as frescoes, paintings, and woodcuts serve as key sources for understanding the apothecary’s layout and practices. While the this essay draws heavily on visual depictions to reconstruct the sensory environments of early modern apothecaries, it is worth acknowledging the limitations of such sources. Visual media can idealize or stylize their subjects, often leaving out mundane details or exaggerating certain features to suit artistic conventions or cultural expectations., which This suggests the need for interdisciplinary approaches that combine art historical analysis with archaeological, textual, and experimental methodologies to produce a holistic picture of these spaces.
Originating in the thirteenth century, the apothecary was initially associated with the trade of wine, spices, and herbs—materials central to medicine and commerce.[5] Over time, these spaces became defined by their ability to engage patrons through displays and interactions that conveyed trust and expertise.[6] This paper applies formal visual analysis to examine the fresco Apothecary’s Shop fresco, Longhi’s painting The Apothecary, and the woodcut Old Apothecaries. By analyzing spatial arrangements, material displays, and sensory interactions, it argues that the apothecary functioned as a proto-sensorium—an early form of immersive retail space. This study situates the apothecary within the history of retail spaces, tracing its influence on modern consumer environments, and highlighting how apothecaries integrated sensory experiences to reinforce their authority and align the medical and commercial aspects of their work.
Figure 1. Unknown artist, The Apothecary’s Shop, c. 1489–1502, fresco, Issogne Castle, Aosta Valley.
II. Multisensory Design in Early Modern Apothecaries
The sensory environment of early modern apothecaries was fundamental to their role as both medical and commercial spaces.[7] Unlike the clinical sterility of contemporary pharmacies, these spaces deliberately engaged customers through sight, smell, touch, and even taste, creating an immersive environment that reflected the intersection of commerce and care. By carefully orchestrating multisensory experiences, apothecaries fostered trust in their professional authority and conveyed their expertise in both medicine and trade. These sensory elements, far from incidental, were integral to the apothecary’s design and functionality, positioning them as one of the earliest examples of a retail sensorium. The visual organization of the apothecary’s workspace was central to its multisensory appeal, as evidenced in the Apothecary’s Shop fresco at Issogne Castle (Fig. 1). In this late 15thfifteenth-century depiction, rows of jars and containers dominate the shelves, each labeled with the names of herbs, spices, and other medicinal substances. The uniformity of these vessels and the clarity of their arrangement emphasize the apothecary’s methodical and professional approach to medicine. This visual order was designed not only to facilitate their practical use but also to inspire confidence among customers, who relied on the apothecary’s expertise. At the same time, the work being performed in the foreground introduces additional sensory dimensions. To the right, a figure grinding ingredients with a mortar and pestle highlights the tactile and auditory aspects of apothecary practices. The rhythmic sound of grinding and the physical manipulation of ingredients were essential parts of the preparation process, reinforcing the apothecary’s specialized knowledge and skill. The apothecary himself, depicted at a desk in the center, is absorbed in recording information, further underscoring the intellectual and authoritative nature of his role within this sensory landscape.
Figure 2. Pietro Longhi, The Apothecary, 1752, oil on canvas, Gallerie dell’Accademia, Venice.
The olfactory and gustatory dimensions of apothecary practices were equally significant. Many medicinal ingredients, such as chamomile, mint, and garlic, would have infused the space with a rich combination of earthy and pungent aromas, while the preparation and consumption of remedies engaged the taste buds, often eliciting visceral reactions. Pietro Longhi’s The Apothecary (Fig. 2) provides a vivid illustration of this sensory interplay. In this mid-18thcentury eighteenth century painting, a patient is shown receiving medicine from an apothecary, whose calm demeanor and elaborate golden robe communicate authority and expertise. The patient’s expression, however, betrays a hint of apprehension, possibly reflecting the unpleasant taste of the remedy being administered. Surrounding them, shelves filled with ornate ceramic jars, known as albarello, suggest the apothecary’s command over a wide array of ingredients. These jars, while functional, also served an aesthetic purpose, contributing to the visual sophistication of the space. At the bottom left of the painting, a servant is shown preparing or organizing materials, further emphasizing the tactile labor involved in creating remedies. The painting thus encapsulates the multisensory nature of the apothecary’s work, where sight, smell, taste, and touch combined to create a space that was both practical and persuasive.
While many of the ingredients used in apothecaries remain familiar in contemporary contexts, such as fennel, chamomile, and witch hazel, others were far more unconventional by modern standards. Substances like urine, fecal matter, human fat, and saliva, though now considered unsanitary or ineffective, were common in early modern recipes and contributed to the sensory intrigue of the apothecary.[8] These materials, often pungent in smell or viscous in texture, were believed to hold curative properties and elicited strong sensory reactions from those who encountered them. The Old Apothecaries woodcut (Fig. 3) provides a visual representation of the social and sensory dynamics of such spaces. In this image, the apothecary occupies a central position, elevated above a group of figures engaged in the preparation or discussion of remedies. The crowded composition emphasizes the communal nature of these spaces, where sensory experiences were shared and debated among practitioners and customers alike. The densely packed shelves in the background further underscore the sensory overload that characterized apothecaries, as jars, containers, and tools filled every available space, contributing to an environment rich in visual and olfactory stimuli.
The multisensory design of early modern apothecaries extended beyond individual interactions to the overall atmosphere of the space. The interplay of visual order, olfactory richness, tactile engagement, and auditory activity created an environment that not only facilitated the preparation and sale of remedies but also shaped how customers perceived the apothecary’s authority and expertise. By integrating these sensory elements into their design, apothecaries functioned as proto-sensoria, where the alignment of commerce, care, and sensory experience reflected broader cultural attitudes toward medicine and trust. These spaces were thus, not only sites of healing, but places where the senses were deliberately engaged to create a meaningful connection between practitioners and their patrons.
III. The Retail Sensorium: Early Modern Apothecaries as Proto-Sensoria
The visual depictions of early modern apothecaries not only document historical practices but also provide unique insights into the lived experience of these spaces. They reveal how apothecaries engaged their customers through a carefully constructed multisensory environment, establishing their role as precursors to the modern concept of the retail sensorium. I define the term “retail sensorium” as a built environment deliberately crafted to engage multiple senses in order to shape consumer behavior, foster emotional connections, and reinforce identity and trust, elements that, in contemporary terms, are central to the notion of brand.[9] Rooted in the medical definition of a sensorium—a term that describes the brain’s ability to process sensory stimuli— the retail sensorium translates this concept into a commercial context, using architecture, materials, and spatial organization to immerse visitors in sensory-driven experiences. A modern example of the retail sensorium is the Aesop Pitt Street store in Sydney, Australia, which I have explored in previous research.[10] The architecture of the store emulates the concept of a sensorium by appealing to sight, touch, and smell in a cohesive and calculated manner. In this space, the design actively engages customers by invoking sensory associations that create a state of immersion and connection with the brand.
The deliberate use of sensory elements in the store offers a contemporary parallel to the historical practices of early modern apothecaries, whose spaces were similarly designed to draw customers into an interactive, sensory-driven experience. However, while modern retailers use these strategies to cultivate brand loyalty, early modern apothecaries relied on sensory design to establish trust, enhance their reputations, and strengthen their professional identities. In the absence of formal regulations or certifications, the apothecary’s ability to inspire confidence in their expertise and integrity was paramount. Their reputation—analogous to what we now consider “brand”—was built not through advertising but through sensory experiences that demonstrated competence, care, and reliability.
Figure 3. Unknown artist, Old Apothecaries, 1496, coloured woodcut, Wellcome Collection, London.
Early modern apothecaries can thus be understood as proto-sensoria, predating the contemporary retail sensorium but embodying many of its core principles. These spaces were carefully curated to engage the senses of sight, smell, touch, and even taste, creating an immersive environment that blurred the boundaries between medical practice and commerce. As demonstrated in the Apothecary’s Shop fresco at Issogne Castle (Fig. 1), the visual arrangement of jars and containers on shelves played a crucial role in shaping the customer’s perception of the apothecary as an organized and authoritative figure. This sense of visual order, combined with the olfactory stimulation of aromatic herbs and the tactile interaction with raw materials, transformed the apothecary into a space where customers could engage with medicine in both a practical and sensory capacity. Similarly, Pietro Longhi’s The Apothecary (Fig. 2) highlights the emotional and sensory responses elicited by these spaces. The painting’s depiction of a patient consuming medicine underscores the apothecary’s ability to engage the gustatory sense, while the surrounding jars, tools, and materials evoke a richly textured visual and tactile environment. These sensory interactions were not incidental but carefully orchestrated to enhance the customer’s trust in the apothecary’s expertise and to align their medical practice with broader commercial objectives. The Old Apothecaries woodcut (Fig. 3) further emphasizes the communal and performative nature of these proto-sensoria. In the woodcut, the apothecary is surrounded by assistants and customers, reinforcing the idea that these spaces were sites of collective sensory engagement. The dense arrangement of jars, tools, and ingredients creates an environment rich in sensory stimuli, where the processes of medicine-making and consumption were experienced not in isolation but as part of a shared cultural practice.
By bridging the sensory and the commercial, early modern apothecaries anticipated the key features of modern retail sensoria. They demonstrate how the deliberate use of sensory stimuli can influence customer behavior, foster trust, and create a lasting connection between the consumer and the space. This historical continuity highlights the enduring relevance of sensory design in commercial environments and positions early modern apothecaries as foundational examples of this practice.
IV. Trust and Authority in the Apothecary’s Space
The success of early modern apothecaries as both medical and commercial spaces relied heavily on their ability to establish trust and authority. In a period characterized by limited regulation of medical practices and competing sources of health expertise, the apothecary’s spatial and sensory design played a pivotal role in legitimizing their work.[11] Through visual order, performative labor, and strategic use of materials, apothecaries cultivated an environment that reassured customers of their skill, reliability, and expertise.
The apothecary’s workspace was carefully curated to project an image of professionalism and order, which was crucial for earning the trust of patrons. This is particularly evident in the fresco, where the rows of jars and containers are meticulously arranged on shelves. Each jar is labeled, suggesting transparency and precision in the storage and use of ingredients. The orderly layout of the space, combined with the apothecary’s calm demeanor as he works at his desk, conveys a sense of methodical expertise. In contrast to the chaotic and unsanitary conditions often associated with pre-modern medical practices, the visual organization of the apothecary’s shop fostered confidence in the safety and efficacy of the treatments being prepared. This emphasis on visual authority extended to the materials and tools prominently displayed within the apothecary’s workspace. The polished ceramic jars seen in Longhi’s depiction serve not only as functional storage but also as symbols of refinement and professionalism. The intricate designs on these jars communicated the apothecary’s wealth and taste, further aligning their practice with notions of quality and reliability. These design choices helped to elevate the apothecary’s status, distinguishing them from less reputable healers and positioning their workspace as a site of both knowledge and trust.
In addition to visual cues, apothecaries engaged in performative acts that reinforced their authority. The preparation of remedies was often conducted in view of customers, transforming routine labor into a demonstration of skill and precision. For example, in the apothecary fresco, a figure is depicted grinding ingredients with a mortar and pestle—a tactile and auditory process that highlights the physical labor involved in crafting medicines. The rhythmic sound of grinding, combined with the visible manipulation of materials, not only provided sensory assurance of the apothecary’s activity but also symbolized their expertise in transforming raw substances into effective remedies. Such performative acts also aligned the apothecary’s work with broader cultural values of care and attentiveness. As shown in Longhi’s apothecary scene, the act of administering medicine to a patient was a carefully controlled interaction. The apothecary’s composed posture and fine attire reinforce his authority, while the patient’s reaction—slight apprehension mixed with trust—illustrates the emotional and sensory stakes of the encounter. These interactions served to humanize the apothecary’s role, positioning them as both skilled practitioners and compassionate caregivers.
The apothecary’s ability to inspire trust also depended on their navigation of the dual roles of healer and merchant. The apothecary woodcut provides a glimpse into the communal nature of these spaces, where customers and assistants gathered to discuss, prepare, and purchase remedies. The dense arrangement of jars and tools, combined with the apothecary’s elevated position within the composition, underscores their central role as mediators of medical knowledge and commercial exchange. This dual identity was both a strength and a challenge.
While the commercial aspects of the apothecary’s work could undermine perceptions of their impartiality, the multisensory engagement offered by their spaces often bridged this gap. The tactile and olfactory stimulation of handling aromatic herbs or the visual appeal of expertly arranged displays provided tangible proof of the apothecary’s knowledge and care. These sensory cues reassured patrons that their transactions were grounded in expertise, even as they navigated the inherently commercial nature of the apothecary’s practice.
In an era where direct sensory engagement was often perceived as a marker of authenticity and quality, the apothecary’s emphasis on transparency and accessibility resonated deeply with customers. The shared sensory experience of the apothecary’s space—whether through the scent of herbs, the sound of grinding, or the sight of well-organized jars—reinforced the apothecary’s role as a reliable and authoritative figure within the community. This trust extended beyond individual interactions to the broader perception of apothecaries as cultural institutions. By embedding their work within sensory-rich environments, apothecaries established themselves not only as practitioners of medicine but also as stewards of knowledge and care. This legacy continues to inform contemporary perceptions of apothecary spaces, which remain associated with notions of authenticity, expertise, and trust.
V. Cultural Legacy and Influence on Modern Consumer Environments
The early modern apothecary’s multisensory design and dual role as a medical and commercial space left a lasting cultural legacy, influencing the evolution of retail environments and consumer behavior. As proto-sensoria, these spaces laid the groundwork for many of the strategies employed in contemporary retail, particularly in their emphasis on sensory engagement, trust-building, and immersive design. By examining the influence of apothecaries on modern consumer environments, it becomes evident that their practices not only shaped perceptions of retail spaces but also anticipated many of the principles driving the experience economy today. The apothecary’s deliberate use of sensory design to enhance trust and engagement finds clear parallels in modern retail practices. Contemporary luxury retailers, wellness brands, and boutique stores often employ sensory-driven strategies to create environments that forge emotional connections with consumers. Stores might deliberately curate tactile and olfactory experiences in its stores by incorporating raw materials, custom scents, and soft lighting, echoing the apothecary’s use of jars, herbs, and aromatic ingredients to evoke sensory responses. This continuity underscores the enduring relevance of sensory engagement in creating memorable and meaningful consumer experiences. In both apothecaries and modern retail spaces, sensory design serves a dual purpose: it enhances the customer’s interaction with the space while reinforcing the credibility and authority of the practitioner or brand.
The apothecary’s role as a site of commerce and care positioned it as one of the earliest examples of an immersive consumer environment. These spaces blended functionality with experiential elements, inviting customers to engage not only with products but also with the sensory atmosphere of the shop. The fresco at Issogne Castle exemplifies how visual order and tactile engagement transformed the apothecary into a welcoming and professional space. Customers were not passive participants but active agents, handling jars, inhaling aromas, and even tasting remedies. Modern retail spaces build on this principle by prioritizing experiential engagement over mere transactions. The apothecary’s ability to align sensory engagement with trust and care demonstrates how historical consumer environments anticipated these trends, bridging the functional and emotional aspects of shopping.
The cultural memory of the apothecary persists in modern design, where its aesthetic is often invoked to evoke authenticity, craftsmanship, and trust. Many boutique retailers and wellness brands explicitly reference the apothecary’s visual and sensory language through the use of glass jars, natural materials, and minimalist layouts that recall the tidy, methodical appearance of historical apothecaries. This aesthetic suggests a return to “simpler” and more “authentic” practices, aligning with contemporary consumer desires for transparency, quality, and sustainability. This nostalgic evocation of the apothecary reflects broader cultural anxieties about the impersonal nature of modern commerce. In an age dominated by e-commerce and mass production, the apothecary aesthetic provides a counterpoint, grounding consumers in tactile, sensory experiences that feel personal and genuine. Wellness brands, in particular, draw heavily on the apothecary’s legacy to position themselves as trustworthy stewards of health and care, mirroring the apothecary’s historical role within the community.
By integrating sensory engagement with commerce, early modern apothecaries anticipated many of the principles that define contemporary retail strategy. Their spaces were not merely sites of transaction but carefully curated environments where sensory and emotional experiences reinforced trust, loyalty, and identity. Modern retail spaces build on this foundation by incorporating technology, narrative design, and interactive elements, creating fully immersive experiences that extend the apothecary’s legacy into the digital age. At the same time, the apothecary’s influence highlights the tension between sensory engagement and the commodification of experience. While apothecaries used sensory design to foster trust and care, contemporary retail environments often use similar techniques to manipulate consumer behavior, raising ethical questions about the balance between immersion and autonomy. The apothecary’s legacy thus offers both inspiration and caution, demonstrating the power of sensory engagement while reminding us of its potential for exploitation.
VI. Conclusion
The early modern apothecary exemplifies the profound relationship between sensory design, trust, and commercial practice, offering an important historical lens through which to examine the evolution of retail environments. By engaging sight, smell, touch, and taste, these spaces functioned as proto-sensoria, cultivating immersive experiences that reinforced their dual roles as sites of healing and commerce. Visual depictions such as the Apothecary’s Shop fresco, Pietro Longhi’s The Apothecary painting, and the Old Apothecaries woodcut document not only the physical layout and practices of these spaces but also their cultural significance as early examples of sensory-driven consumer environments. Understanding how proto-sensoria reshapes our perception of early modern commerce by highlighting how sensory experiences were strategically employed to build trust and authority in an era with limited regulatory oversight. These spaces were not merely transactional but deeply embedded within the social and cultural fabric, fostering relationships between practitioners and communities through sensory engagement. By framing the apothecary as a proto-retail environment, this study reveals the sophisticated interplay between sensory design and consumer behavior long before the rise of modern commercial practices.
The findings of this study also hold relevance beyond art history, offering valuable insights into contemporary fields such as consumer psychology, retail design, and museum studies. Understanding how sensory design shaped trust and authority in historical contexts can inform how modern brands and institutions foster connections with their audiences today. For instance, the apothecary’s alignment of visual sophistication with olfactory and tactile engagement serves as a model for crafting immersive yet authentic experiences in spaces such as luxury stores, experiential museums, or wellness environments.
Endnotes
[1] Mark M. Smith, “Producing Sense, Consuming Sense, Making Sense: Perils and Prospects for Sensory History,” Journal of Social History 40, no. 4 (2007): 841–858.
[2] Nils-Otto Ahnfelt, Hjalmar Fors, and Karin Wendin, “Making and Taking Theriac: An Experimental and Sensory Approach to the History of Medicine,” BJHS Themes 7 (2022): 39–62.
[3] Jacque Hunter and Bridget Crawley, The Multi-Sensory Image from Antiquity to the Renaissance (Routledge, 2021), 3.
[4] Ahnfelt et al., 39–62.
[5] Patrick Wallis, “Apothecaries and the Consumption and Retailing of Medicine in Early Modern London,” The Economic History Review 61, no. 1 (2008): 26–53.
[6] Louise Hill Curth, “The Care of the Sick Poor in the Rural North of England, 1650–1780,” Medical History 44, no. 4 (2000): 537–554.
[7] Barbara Di Gennaro Splendore, “The Senses of the Apothecary in Early Modern Italy,” The Recipes Project, 2018. https://recipes.hypotheses.org/10438.
[8] Nils-Otto Ahnfelt, Hjalmar Fors, and Karin Wendin, “Making and Taking Theriac: An Experimental and Sensory Approach to the History of Medicine,” BJHS Themes 7 (2022): 39–62.
[9] Courtney Squires, “The HARMAY Chongqing Retail Sensorium: Redefining Physical Retail Spaces in the Experience Economy,” BA thesis, McGill University, 2024
[10] Courtney Squires, “Temporal Echoes and Sensorial Engagement: Snøhetta’s Approach to Aesop Interior Retail Architecture”, 2023.
[11] Patrick Wallis, “Consumption, Retailing, and Medicine in Early Modern London,” The Economic History Review 61, no. 1 (2008): 38.