23bassi designs the Veralab corner at La Rinascente Roma Tritone: a beauty retail project that combines light, geometry, color, and product navigation.
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A retail display designed to make the Veralab brand instantly recognizable within a multi-brand setting: lighting, color, geometric shapes, and product layouts come together to create a beauty corner with high visibility and a strong identity.
Inside La Rinascente Roma Tritone, 23bassi developed the Veralab corner as a recognizable, bright, and instantly understandable retail concept. The project was designed to fit into a high-traffic, multi-brand environment while maintaining strong visual and communicative autonomy: the corner does more than simply display the product; it creates a clear, orderly, and memorable brand experience.
The starting point is the brand’s color identity. Veralab pink becomes an architectural, signage, and lighting element: it defines the contours of the display units, frames the product areas, guides the eye, and makes the corner recognizable even from a distance. In harmony with the white of the structures and the backlit surfaces, the color takes on a functional as well as an aesthetic role: it separates categories, highlights cosmetic lines, and guides the customer’s journey through the store.
The display is built around sharp geometries, clean volumes, and a modular display system. Vertical and horizontal lines organize the space, while the central structures allow for a 360-degree viewing experience. The main counter, product islands, and side display units work together to create a fluid path that enhances both assisted sales and self-guided exploration. Each element is designed to strike a balance between visual impact and commercial clarity.
Light is one of the project’s key elements. The backlighting of the shelves enhances the visual depth of the display area and puts the product front and center. The integrated screens, lightboxes, and circular elements interact with the brand’s messaging, alternating between informational content, imagery, and atmosphere. The result is a bright yet controlled environment, where lighting serves more than just a decorative purpose: it helps establish hierarchies, focal points, and points of orientation.
Special attention has been given to product navigation. The categories are organized intuitively through clear messaging, visual aids, and dedicated signage: cleanse, exfoliate, moisturize, regenerate, drain, and contour. This categorization simplifies the shopping experience and encourages interaction with the product range. Customers can quickly understand the product families, compare options, and navigate the section without getting lost.
When designing brand corners for Rinascente and multi-brand spaces, the challenge is always twofold: to stand out visually without disrupting the harmony of the department store. The Veralab brand corner meets this need with a strong yet understated presence. The brand’s identity is amplified through color, light, and materials, while the arrangement of the elements respects the foot traffic patterns, sightlines, and shopping dynamics of the host space.
The project demonstrates how a beauty corner can become a true retail micro-environment: compact, recognizable, functional, and high-impact. For 23bassi, designing a corner within Rinascente means striking a balance between brand identity, display performance, and the quality of the experience. In the case of Veralab, these elements translate into a bright, orderly, and distinctive display capable of transforming just a few square meters into a complete, narrative-driven, and instantly recognizable retail space.
