A beauty store that does more than just display products: at Oriocenter, Veralab showcases skincare and makeup—and even offers a break for those accompanying compulsive shoppers.
At Oriocenter, Veralab becomes an immersive experience: the concept is organized into sections dedicated to skincare, body care, and makeup, featuring graphics, lighting, and products. At the center, the “Cool Now” table showcases the latest products. In the storefront, a bench with a cell phone charging station welcomes shoppers “exhausted from shopping,” while the Bergamo-based brand transforms its messaging into a local, ironic, direct, and memorable statement.
At Oriocenter, Veralab becomes an immersive experience: the concept is organized into sections dedicated to skincare, body care, and makeup, featuring graphics, lighting, and products. At the center, the “Cool Now” table showcases the latest products. In the window, a bench with a cell phone charging station welcomes “exhausted couples” after a shopping spree, while the Bergamo-based brand transforms its messaging into a local, ironic, direct, and memorable statement.
For the new Veralab store at Oriocenter in Orio al Serio, we translated the brand’s concept into a highly recognizable physical space: a vibrant, bright, and immersive environment where products, communication, and customer engagement come together in a single narrative. The Veralab brand identity becomes architecture, lighting, finishes, and signage—a visual language that guides the customer’s journey and makes every area instantly understandable.
The design plays on the contrast between the clean lines of the white surfaces and the energy of the bright pink, alternating between solid and void spaces, soft elements, and perforated metal structures. The luminous lines trace outlines and paths, amplifying the depth of the space and creating continuity between the furnishings, the ceiling, and the display window. Every detail—from the display units to the baskets, from the graphic panels to the product-testing stations—contributes to a unified aesthetic: contemporary, accessible, and deliberately oversized. The integration of digital elements into the displays and visual content extends the dialogue between retail and the community, bringing the same immediacy that characterizes the brand’s communication into the store.
The project organizes the shopping experience into sections dedicated to Veralab’s different product lines: skincare, body care, and makeup. Each area is designed like a small set, featuring fully stocked shelving, perforated surfaces, product images, and illuminated details that transform shopping into an exploration. The merchandise isn’t simply displayed—it’s staged, showcased, and made accessible through a cohesive system of messaging, displays, and testing stations.
In the center of the store, the “Cool Now” table serves as the dynamic centerpiece of the project. A striking yet functional element, it showcases the latest beauty products, invites customers to explore, and highlights the ever-evolving nature of Veralab’s offerings. Surrounding it, the large suspended ring with integrated lighting defines an iconic space—almost like an indoor plaza—that draws the eye and gives the entire environment its identity. The central counter thus becomes a gathering place: a spot to try products, make selections, linger, and share experiences.
The makeup area is designed as a true experiential space, complete with mirrors, seating, and dedicated lighting, while the perimeter walls feature a modular display system that guides customers through routines, textures, and product categories. The images running along the top, on an almost cinematic scale, create a continuous presence of the face and skin: not merely decoration, but a narrative framework that brings the brand to life, making it inclusive and dynamic.
The storefront also plays an active role in the project. It is not just a commercial entrance, but a tool for communication and hospitality. The large illuminated frames, the high-impact messages, and the platform transform the street-facing facade into an explicit invitation to come inside. Here, the bench serves as both a playful and practical touch: a “recharge station for exhausted shopping companions,” with seating and cell phone charging stations designed for those who accompany and wait. A simple idea, perfectly in tune with Veralab’s direct and playful tone.
The campaign also strengthens the connection with the local community through phrases in the Bergamo dialect, used to create a sense of familiarity and surprise. Expressions like “Pota entra!” transform the promotional message into a local conversation that’s immediate and memorable. The dialect isn’t just a folkloric detail, but a contemporary code that brings the brand closer to Oriocenter’s audience with a lighthearted touch and character.
The result is a store that goes beyond the concept of a traditional retail outlet: a retail platform where beauty can be experienced, shared, and explored. A space designed to be recognizable from a distance, functional up close, and photogenic from every angle; a complete Veralab experience that seamlessly blends products, services, entertainment, and local identity.
