For Veralab, we transformed the pop-up store in Serravalle into a pink Christmas market: crates, repainted pallets, products displayed in abundance, and simple signage guide customers through skincare, makeup, and gift ideas.
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For the Veralab pop-up shop inside the Serravalle Designer Outlet, we designed a retail concept that speaks the language of the outlet while retaining the brand’s ironic, direct, and instantly recognizable identity.
The project stems from a very practical question: How can we display a large quantity of products, make them easy to browse, and create a striking, memorable space that’s consistent with the Christmas atmosphere? The answer takes the form of a small holiday market, built using everyday objects transformed into display fixtures. The crates, arranged in a row and angled toward the customer, organize skincare, makeup, kits, and gift sets in a bold yet orderly manner. Repainted pallets serve as bases and modular structures: a deliberately simple, almost warehouse-like material that takes on a new character here and blends into the Veralab world thanks to the white, shades of pink, and the overall design of the space.
The display is based on the principle of controlled abundance. In an outlet store, products must be visible, accessible, and immediately comparable: they are not hidden—they are showcased. The repetition of the display units creates rhythm, makes navigation intuitive, and allows for easy updates to quantities and assortments. Each product family has a clear designated spot, while the signage at the top summarizes benefits, features, and key messages using just a few words and large-format images. Below, the product; above, everything you need to know to choose it. No treasure hunts—except for the search for Christmas gifts.
The layout features wide aisles and clear sightlines, guiding visitors through central islands, display walls, and promotional areas. The perimeter layout frees up the center of the space and creates a sequence of points of interest that are immediately apparent upon entering. The checkout counter and the illuminated logo serve as visual landmarks, while the large beauty images introduce a different scale and break up the finer detail of the product packaging.
The Christmas theme isn’t added as a standalone decoration but becomes part of the temporary architecture. The illustrated facades transform the walls into a small snow-covered urban landscape; market tents, arches, little houses, snow-covered trees, and oversized candy canes create an immersive, playful, and photo-worthy scene. Strings of micro-lights trace the surfaces and highlight their design, creating depth without hindering the commercial legibility. The result is a festive yet unconventional atmosphere: more like a pop-up market than an Alpine chalet, more like a beauty village than a traditional postcard.
Even the storefront plays a part in the story. The trees and oversized products make the display recognizable from the outside and hint at the store’s color palette, drawing in shoppers with a simple, high-visibility image. Once inside, the consistency between the graphic design, display elements, and messaging allows customers to find their way around without losing sight of the space’s dramatic character.
The Serravalle pop-up shop is, therefore, a retail design project conceived for a high-traffic setting, where visual clarity, display capabilities, and brand identity must work in harmony. A modular and replicable format, built with essential elements yet capable of creating a complete experience: as practical as a market, as bright as Christmas, and just pink enough to leave no doubt about where we are.
