When light shows the way to follow. The track, rather.
A newsstand inspired by the railway world becomes a scenographic device, where luminous arches and backlit shelves build a layered visual experience.
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There’s a light at the end of the tunnel… and it’s Liquida (quote). The Veralab pop-up at Milan’s Stazione Centrale is set inside a newsstand whose shape vaguely recalls a tram, with materials and elements that evoke a vintage idea of travel. Placed in the main gallery designed by Ulisse Stacchini in 1912, it dialogues with the decorative apparatus of its context: luminous frames echo the mosaic-floor decoration, while the painted-iron shelves are crossed by resined light strips working on three levels — profile, external and internal product lighting.
Pop-Up. A pop-up that doesn’t make people say ‘wow’ the first time they see it cannot exist. And Veralab’s first time at the Stazione Centrale could only make people say: ‘woooooooow’.
The language. The pop-up store space at Milan’s Stazione Centrale is very different from the one at Roma Termini. While the pop aspect remains, the Milan space is inside a newsstand whose shape vaguely recalls a tram, with materials and elements that evoke a vintage idea of travel. In this context, within the station’s main gallery designed by Ulisse Stacchini in 1912, it was necessary to design a fit-out that dialogued with the context, with its decorative apparatus and with the pop image of Italy’s best-loved beauty brand.
Arches and light. For this reason, luminous frames were designed that echo the mosaic-floor decoration on which the newsstand sits. The fit-out’s shelves are made of painted iron, and their design is emphasised with light strips poured directly into the fit-out and resined. Each shelf has 3 levels of light: one that draws the temporary’s external profile, one that lights the product from outside and one that lights the product from inside.
Plexiglass and risers. The shelves are conceived in transparent plexiglass and have circular pink plexiglass risers. LED lettering and a pink-gradient sign light package the corner’s external image, which dialogues with the decorative apparatus of the Stazione Centrale and with the brand’s pop image.
