Neon and Luce Liquida will save the world!
Between neon, maxi elements and visual narration, the space divides into two distinct but coherent stories, between brand identity and product concept.
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When a brand makes a great product, and we present it again… in a big way! Rinascente made available to Veralab the two large entrance windows at Annex, where the brand’s corner is located. The first window celebrates the brand: at the centre the Veralab neon and, on totems of various heights, oversize products topped by neon indicating their function. The second window is instead a conceptual hymn to Luce Liquida, the brand’s most famous product: a fuchsia neon cuts the space in half, a maxi Luce Liquida dominates the scene and above it the flashing sign IM-PURE blinks — the IM part vanishes and the skin becomes PURE.
The Windows. Rinascente made available to Veralab the two large entrance windows at Annex, the area of the department store where the Veralab corner is located. They are large windows placed to the left and right of the entrance.
Two windows, two stories. In agreement with the brand, we decided to diversify the message of the two windows. One is dedicated to all the most important Veralab products, and thus to the brand. At the centre of the window is the neon with the company’s logo, and on totems of various heights stand oversize products, placed above neon indicating their function. The other window is instead a hymn to Luce Liquida, the brand’s most famous product. It is a conceptual window, in which a fuchsia neon divides the space in half, with at the centre a maxi Luce Liquida, above which a flashing sign IM-PURE: the IM part of the sign blinks because, from IMPURE, after using Luce Liquida, the skin becomes PURE. The window’s background graphic replicates the concept.
