A New Kind of Pharmacy for the Soul
In the emirate of Sharjah, visitors to the Book Fair encounter a surprising sight: a pharmacy-style stand that dispenses poetry instead of medicine. Nestled among books and author events, this creative concept invites visitors to step into a space where emotional wellness is addressed through words rather than tablets.
What the “Poetry Pharmacy” Experience Looks Like
At the heart of the experience, guests are greeted by an attendant in a white lab-coat who asks about their emotional state. The shelves are lined with small bottles labelled with “ailments” like exhaustion, writer’s block, a broken heart, or needing courage. Instead of pills, each capsule houses a tightly-rolled slip of paper containing a poem or verse selected to match the emotional need.
Founder’s Vision: Literature as Therapeutic Medicine
The Poetry Pharmacy was founded by UK-based poet and editor Deborah Alma. Her goal: to transform reading from an intellectual pursuit into a therapeutic one. She explains that in the UK, bookshops often arrange titles by emotional need — and here, at Sharjah’s fair, the concept is extended into physical form: capsules of poetry for specific feelings.
The Symbolism Behind the Design
The pharmacy display draws on imagery of traditional apothecaries: brass scales to measure dosage, bottles to hold capsules, and symptom boards that ask “Feeling lost? Start here.” The visual metaphor emphasises that words can carry weight and dosage — and that healing can come from meaning and emotional resonance.
Why It Matters: Emotional Wellness & Reading Engagement
In a world increasingly focused on mental health and wellbeing, the Poetry Pharmacy illustrates how literature can play a role in emotional care. By repackaging poetry in an interactive, immersive format, the initiative encourages readers (especially those who might not typically turn to poetry) to engage with language as a form of self-care. It’s a blend of culture, art, wellness and innovation.
Final Thoughts
As the Book Fair draws to a close, the Poetry Pharmacy remains a standout attraction — not only for its aesthetic appeal but also for its message: that healing isn’t always about prescriptions and pills. Sometimes, it starts with a stanza. And in Sharjah, visitors are welcomed to pick up their “dose” of healing one verse at a time.