For the 2025 Sanremo Festival, Veralab opened an exclusive temporary store in the beating heart of the city: the Veralab pop-up store, Sanremo 2025
The Sanremo pop-up store is not just a place to buy Veralab products, but a fully rounded experience that celebrates authentic, timeless beauty, just like the festival of Italian song.
.01
.02
.03
Thanks for the flowers, but with a perfect imperfection. For the 2025 Sanremo Festival, Veralab opened a temporary store at Corso Matteotti 252, in the beating heart of the city. The store translates the brand’s new campaign into space, Perfectly Imperfect: a sensory experience that celebrates authenticity, imperfection and natural beauty. One of the main walls is a tribute to the 1967 Sanremo stage, with perforated vertical panels and cubic platforms in yé-yé style. The floor, built on an optical illusion, becomes a metaphor for the distorted expectations we should learn to free ourselves from.
The project. For the 2025 Sanremo Festival, Veralab opened an exclusive temporary store at Corso Matteotti 252, in the beating heart of the city: the Veralab pop-up store, Sanremo 2025. A place where design and beauty meet, giving rise to a sensory experience that reflects the message of the new Perfectly Imperfect campaign. The store, open until 23 February 2025, was designed to immerse visitors in an environment that celebrates authenticity, imperfection and natural beauty.
Tribute to Sanremo 1967. One of the store’s main walls celebrates the message of the Perfectly Imperfect campaign: inspired by the 1967 Sanremo stage, this wall becomes a tribute to the Festival’s musical past. The stage design of that year, marked by perforated vertical panels and cubic platforms reminiscent of yé-yé nightclubs, influenced the scenographic vision of the temporary store, creating a blend of modernity and tradition. A special area of the store is dedicated to selfies, where visitors can capture their special moment in a corner that celebrates the energy of the song festival.
The optical-illusion floor. Another distinctive element of the store’s design is the floor, made with a sophisticated optical-illusion effect. This aesthetic choice represents the distortion of perception we are often subjected to in everyday life, a metaphor for the unrealistic expectations society imposes on us. The message is clear: to go beyond these distortions and accept yourself for who you are, without seeking an illusory perfection. The floor not only decorates the space but invites visitors to reflect on the importance of being authentic, celebrating imperfection as an essential part of one’s own uniqueness.
