A factory of the five senses for REGI’s stand at Cosmoprof
A narrative journey through forms, colours and perceptions that tells the brand through space
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A dreamlike factory of beauty in the heart of Bologna. For Cosmoprof 2025, 23bassi designs REGI’s stand as a multisensory journey enclosed by curved walls in trowelled concrete and crossed by pink, fuchsia and blue decorative tubes — aesthetic elements that are also devices capable of engaging all five of the visitor’s senses. BEAUTOPIA is not an exhibition container but a narrative device, a parallel universe where materials, lights, scents and Mustache furnishings work together to tell the brand’s identity. ‘Welcome to the Pink Side’: brand architecture in its purest form.
In the heart of Cosmoprof 2025, REGI – a benchmark in the beauty sector – presents an exhibition stand that is much more than a simple trade-fair fit-out: BEAUTOPIA is a dreamlike factory, an immersive experience where design, architecture and innovation meet to shape a new vision of beauty.
Designed by 23Bassi Architetti, the REGI stand is a perfect example of how a trade-fair fit-out can become a narrative environment, able to engage the senses and communicate the brand’s identity in an authentic and memorable way.
BEAUTOPIA was born from the idea of creating an experiential journey within a perimeter defined by curved walls in trowelled concrete, which give a material, contemporary feel. This protective shell encloses an articulated space, designed to welcome visitors and clients in an environment that is at once professional and imaginative.
The stand is crossed by a series of decorative tubes in REGI’s signature colours – pink, fuchsia, blue – that interweave elegantly and become the protagonists of the project: aesthetic elements, but also sensory devices and integrated furnishings.
Each tube is an invitation to discovery: REGI tells the beauty world through a multisensory narrative in which every sense is involved. The visitor can:
All in an atmosphere reminiscent of a factory of the future: playful, enveloping, surreal.
The beauty stand fit-out is designed to be both immersive and functional. On the ground floor are the meeting rooms, enclosed and private spaces for business meetings and B2B negotiations. The same happens on the second level, reached via a staircase at the end of the corridor.
Behind the entrance, the space opens into an informal welcome area: here the dialogue with the client takes shape in a relaxed context, far from traditional schemes.
The curves of the walls and routes define a dynamic, fluid environment, where orientation is natural but never obvious: the effect is that of a journey into a parallel universe that surprises at every turn.
The beauty stand is completed by the Mustache furnishings, chosen for their soft, colourful and ironic language. Sculptural seats and sinuous velvet benches play with the colours of the space and accompany the visitor with lightness. They are objects that invite people to pause and connect, true protagonists of a trade-fair fit-out that aims to move people.
The statement that stands out on the walls – ‘WELCOME TO THE PINK SIDE’ – is more than a slogan: it is a declaration of intent. REGI chooses pink as a symbol of openness, creativity and vision. BEAUTOPIA thus becomes an iconic place, a concept stand that speaks of the future, sensoriality and possibility.
With BEAUTOPIA, 23bassi proposes a new way of conceiving the trade-fair stand for the beauty sector: not a neutral container, but a narrative device that expresses brand identity through space. It is brand architecture in its purest form, where every detail – from material to light, from routes to furnishings – helps tell who REGI is today and what it represents for the cosmetics world of tomorrow.
