The craziest fit-out in the world
A mobile system of an Airstream, scenographic elements and modular devices builds a playful, flexible experience designed to meet the community.
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A pink Airstream, an enclosure full of soft toys, a tarot table and circus dressing rooms for beauty consultations. In May 2019 the Veralab Circo Cinico crosses Italy from Brescia to Turin, stopping in seven squares to meet the ‘fagiane’ of Cristina the Estetista Cinica’s community. The heart of the fit-out is an iconic beauty-caravan, dressed in stickers and with graphics mimicking Cristina’s bob; all around, a circus universe made of cable reels turned into small tables, demountable iron structures and magnetic graphics to personalise each stop.
The craziest fit-out in the world. The idea of Cristina, aka the Estetista Cinica, was to tour 7 Italian cities with a fit-out never seen before in the beauty world. The goal was to meet in person as many ‘fagiane’ as imaginable, to embrace her community face to face. And, through a real travelling circus thanks to the Team Cinico, to thank her community with face and body beauty consultations.
Airstream. The heart of the fit-out could only be a Cinico Airstream. A true iconic ‘beauty-caravan’. It was covered in stickers and the back personalised in Cinico mood, with graphics mimicking Cristina’s bob. The interior was customised with product display in mind, with a nod to the Instagram world, with a mirror and white-and-pink curtains. All the furniture was custom-made, with the idea that it could later be reused for travelling fit-outs at another time, as happened in these fit-outs for Rinascente Palermo and Florence. The product-consultation tables were made from electrical cable reels, suitably treated and lacquered.
Trapeze artists and acrobats, not animals. Besides the Airstream serving as the main base, other flexible and easily transportable elements were designed, starting with the enclosure for soft-toy animals — proof that Veralab products have never been tested on real animals — and the shooting gallery with rich prizes, to entertain the many ‘fagiane’ queuing for consultations.
The tarot and perfume stall. A stall for perfumes (and tarot) was designed and built with a very light iron structure. All the graphics were made magnetic, so the stall could be personalised according to place or function (just look at how it was used in the temporary fit-out here).
The circus dressing rooms. For cellulite and body consultations, which by their nature need to be screened, we designed stackable, demountable iron structures which, covered in fabric, could serve the necessary function with a circus touch.
The stops. The circus travelled in May 2019 throughout Italy from north to south: Brescia, Padua, Bari, Naples, Florence, Bologna and Turin.
