Every Veralab flagship is unique, and is always tied to the place where it is built.
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There isn’t always a light at the end of the tunnel. But there is the truth about your skincare. The Veralab flagship in Rome speaks a language all its own, while keeping a link with the first Milan store: light is the guide of the space, marked by luminous portals that change colour along a route ending at the Bocca della Verità reworked in a Cinico key and enhanced by a neon reading ‘the truth about your skincare‘. The elongated shape is enhanced by the tunnel effect and the triangular side mirrors that create a psychedelic multiplication of the products.
The philosophy. Every Veralab flagship is unique, and is always tied to the place where it is built. There is a link with the first flagship built in Milan (the floor, some furnishing details), but the Veralab flagship in Rome speaks a language all its own. Light is the guide of this space: it sets the rhythm of the fit-out with luminous portals that change colour, in an elaborate game that finally leads to the Bocca della Verità, reworked in a Cinico key and enhanced by a neon reading ‘the truth about your skincare‘.
The space. We wanted to enhance the elongated shape of the space by playing on the tunnel effect, but at the same time we inserted elements such as the side mirrors, placed two by two to form a triangle, to create a striking, psychedelic and pleasantly disorienting perception. So the products set against the reflecting surfaces multiply to infinity in a hypnotic game. The game is echoed by the psychedelic effect of the floor, which has a grey surface with areas that look like dips, but it is only an optical illusion.
The world of art and cinema. References from the world of cinema, linked to a dual Roman soul, are not lacking. From 2001: A Space Odyssey to Roman ruins emerging from Cinecittà and becoming amusing pink-and-fuchsia displays. At the shop entrance is an artwork by Nico Vascellari, a neon reading ‘AMOR-ROMA‘, underlining the passion for contemporary art of Cristina Fogazzi, the heart and soul of Veralab.
The experience. The experiential part is always important within a Veralab flagship. As well as the fitting rooms where you can try a consultation with the beauticians present in the shop, there is a product-tester area with a dedicated sink zone. Moreover, all customers who bring empty bottles to recycle can do so by placing them on a pedal-operated sushi conveyor that drops them into a special disposal container. So you save the planet and fight cellulite in one go.
