two styles in a single temporary store
An immersive experience by 23bassi
.01
.02
.03
Are you feeling more classy or rebel? A stone’s throw from Piazza Cordusio, 23bassi designs the Veralab and Overskin beauty temporary store for Milan Beauty Week 2025: an experiential installation that anticipates the future flagship opening in the same space in November. The concept is born from Overskin’s dual identity and Veralab’s pop universe: two souls divided — and united — by a luminous split that runs across floor, walls and ceiling. On one side the Classy world, in pale powder pink; on the other Rebel, in saturated Rhodamine fuchsia. The neon signs ‘Rebel This Way’ and ‘Classy This Way’ guide the route.
Veralab + Overskin Temporary Store, Milan Beauty Week 2025. In the heart of Milan, a stone’s throw from Piazza Cordusio, 23bassi designs the Veralab and Overskin beauty temporary store for Milan Beauty Week 2025. An ephemeral project but with strong visual impact, conceived as an experiential installation that anticipates the brand’s future flagship opening in the same space in November.
The concept is born from the dual identity of Overskin make-up and from Veralab’s ironic, pop universe: two souls that coexist and confront each other in a single space divided by a luminous split. On one side the Classy world, refined and bright; on the other Rebel, bold and irreverent. Two visions of beauty that meet and reflect each other, united by a line of light that crosses floor, walls and ceiling, becoming the boundary and dialogue between opposites.
The concept: a split that unites. The entrance of the temporary store welcomes visitors into an immersive route, dominated by two shades of pink: a pale powder pink and a saturated fuchsia, Veralab’s Rhodamine pantone, the visual symbol of the brand’s two personalities. At the centre, a jagged line of LED light marks the meeting point between the two worlds, becoming the graphic and spatial motif that orders the whole space. This ‘fracture’ is the project’s scenographic core: not a separation, but an invitation to cross-contamination, to the continuous passage from one dimension to the other.
The role of light. Light is the project’s invisible protagonist. A system of shaped neon and luminous profiles runs along the central split and defines the two spaces. The neon signs, reading ‘Rebel This Way‘ and ‘Classy This Way‘, turn the route into a visual narrative, inviting people to choose — or mix — their own aesthetic side.
Two souls, one experience. On the Rebel side, fuchsia dominates: walls, curtains and floor merge into a single intense colour, a symbol of energy and expressive freedom. Backlit mirrors and bold lettering complete the atmosphere of a contemporary beauty laboratory. On the Classy side, the palette becomes softer, with a powder pink that envelops the space and gives back elegance and diffused light.
Curtains, colour and architecture. The floor and ceiling, both painted in solid colour, amplify the immersive effect, while the perimeter of the space is wrapped in a continuous curtain system that conceals the existing walls. The work was carried out quickly to coincide with Beauty Week, but with a long-term vision: the structures are already set up for the transformation of the venue into Veralab’s permanent flagship store, planned for November 2025.
