Display columns, iconic bubbles and modular furnishings build a dynamic space where product, communication and consultation coexist.
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After the success of the Veralab corner at Rinascente Milan — which broke all the department store’s records for footfall and sales — 23bassi reinterprets the same language for Rinascente Rome. The philosophy is “Pink is the new black!”: breaking the rhythm of the Rinascente fit-out’s wooden slats with pink, Veralab’s iconic bubbles and round shapes that take centre stage. The product columns become free-standing installations, while the “your best skin is yet to come” graphic actually conceals an inverted shelving unit that houses the storage. All built in three weeks.
Catching the eye. A brand like Veralab, the Estetista Cinica’s laboratory, cannot go unnoticed. That is why the choice was to contrast with the basic fit-out provided by Rinascente, made of wooden slats that mark out the display niches. Breaking the rhythm and highlighting the change of colour were always the goals — starting with pink and the bubbles, Veralab’s trademark, which spill out of the fit-out and invade the space, through to the round shapes that stand in sharp contrast and for this reason become central and iconic.
The product columns are true free-standing installations in the space. The product — whether liquid light or spumone — becomes the absolute star of the display. In the framed shelving, the boxes have a double function: separating the shelf display, isolating promo products or new arrivals, and preventing the annoying bowing of the shelves under the product load.
Veralab’s bubbles spill out of the fit-out and become the Estetista Cinica’s logo. The part with the “Veralab, your best skin is yet to come” graphic is in fact an inverted shelving unit closed by doors that houses the product storage.
Some multifunctional columns, 110 cm tall, become stations for skincare consultation, a theme dear to the brand.
Elements. The fit-out is essentially made of two elements. One is a pre-assembled lacquered shelving unit; the other is a set of multifunctional columns made from repainted electrical cable reels.
The corner was created after the success of the corner at Rinascente Milan, which broke all the Milanese department store’s footfall and sales records and which you can find here.
