For the new Veralab store in Serravalle, 23Bassi is developing a format designed specifically for the outlet setting.
Here, the design must meet different needs than those of a flagship store or a traditional store: a wider selection of products, greater storage capacity, frequent inventory turnover, and a layout that makes the product selection immediately clear.
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The starting point, therefore, is a display system capable of holding a lot without turning the store into a mere warehouse.
The result is a space that is distinctly Veralab, yet more direct, flexible, and high-performing.
The perimeter system is built on a rack-and-pinion structure, which allows for quick adjustments to the heights, quantities, and configurations of the shelves.
Flexibility isn’t just a technical matter.
In fact, the layout also incorporates category-based navigation, transforming the shelves, signage, and displays into a single system.
Skincare and body care products are organized into clearly identifiable main categories, while enclosed lower shelves increase storage capacity right on the sales floor.
A simple, industrial, and reconfigurable system designed to accommodate promotions, seasonal fluctuations, and changes in product assortment without disrupting order.
The outlet inevitably focuses on volume.
However, the project chooses not to hide it.
The wide selection of products becomes part of the store’s image itself, through patterns, repeats, and solid colors.
The pink micro-perforated sheet metal creates a continuous and distinctive backdrop, while the white lightens the lower portion of the furnishings and keeps the overall atmosphere bright.
Even the promotional elements— Must Have, Most Loved, The Essentials, Pick Me —are integrated into the display design, avoiding the impression that they were added as an afterthought.
In the center of the room is a long table set up for makeup.
Unlike perimeter displays, which are primarily vertical, here the product is laid out on a flat surface and arranged to facilitate hands-on testing.
The test strips are placed in the inclined upper compartments, while the product available for sale remains immediately accessible on the shelf.
Above, a series of large hanging mirrors frames the table and creates a true communal space.
A black, almost graphic element that deliberately breaks up the dominance of pink and heightens the contrast between makeup and skincare.
The central components are also designed as high-capacity systems.
The “Essentials ” section brings together fast-moving products and special offers in a compact, easy-to-read layout.
Micro-perforated sheet metal makes an appearance here as well, along with rounded corners and a lighted profile, creating continuity with the walls while giving the display units their own distinct presence in the space.
The concept is based on the supermarket model, reinterpreted through Veralab’s lens: immediacy, quantity, and quick navigation.
A small, circular, backlit element breaks up the repetition of the shelves and creates a focal point.
The phrase “PICK ME” literally puts a product in the spotlight.
It’s a simple, almost ironic gesture that brings one of the most recognizable features of Veralab’s communication style to the format: speaking directly to the customer.
The new format also includes a system for collecting empty bottles.
Recycling is transformed into an experience.
A bicycle connected to the station encourages customers to pedal while returning their containers: a small, performance-style moment that highlights the theme of circularity and integrates it into the retail experience.
The message is perfectly consistent with the brand’s tone:
By biking, you save the world. And maybe even yourself from cellulite.
In addition, for every three empty containers returned, the customer receives a free gift.
Sustainability thus ceases to be an abstract concept and becomes a concrete, enjoyable, and rewarding action.
The real challenge of the project is to reconcile two seemingly conflicting needs: commercial density and the power of the experience.
That’s why the format retains the elements that define the brand’s identity: rich pink, mirrored surfaces, playful messages, oversized images, integrated lighting, and custom furnishings.
The difference lies in the way these elements are organized.
Less showmanship, more system.
Fewer isolated special parts, more modular components capable of working together.
A store designed to sell a lot, change quickly, and remain instantly recognizable.
