Veralab and Overskin land in Padua with a concept store between industrial design and pop culture
Colourful, ironic, functional and engaging: the new Veralab and Overskin store in Padua is a brilliant example of how branding, design and sustainability can be merged into a single coherent and surprising space. A project that does not just sell products but invites people to enter, discover, play and take care of themselves — with a smile.
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Tose, semo rivai. After the first flagships in Milan and Rome, Veralab opens in Padua one of the first ten new-generation concept stores planned in Italy: not a simple shop, but an aesthetic manifesto combining irony, industrial design and sustainability. The window is a small film set, with shocking-pink bulb-lit frames inspired by 1960s film posters and two vertical video walls. Inside, Veralab fuchsia appears in metal-mesh panels, painted-iron furnishings and the pink-grid floor that acts as a recognisable signature, in continuity with the previous flagships.
A new stage. After the first flagship stores in Milan and Rome, 2025 opens with the inauguration in Padua of one of the first ten new-generation concept stores planned in Italy. An opening that is not just a commercial event, but an aesthetic and narrative manifesto of the brand, able to combine irony, functionality and sustainability in a strongly recognisable space.
An iconic concept store. Located in one of the most central areas of Padua’s shopping district, the new store presents itself from the window as a small film set, inspired by old 1960s Italian film posters: shocking-pink bulb-lit frames embrace two vertical video walls. On one runs the brand’s communication; on the other a maxi bottle of Spumone, Veralab’s cult cleanser, stands out as a pop sculpture, accompanied by the wording ‘TOSE SEMO RIVAI’.
Industrial design at the service of beauty. The interior is a combination of industrial aesthetics and pop language. The dominant colour is Veralab fuchsia, expressed in the metal-mesh panels, the modular painted-iron furnishings and the pink-grid floor already present in the Milan and Rome flagships. The industrial materials are reinterpreted with playful lightness: the perforated-metal panels are both structure and display.
An immersive, gamified experience. A long horizontal band of video walls runs along the whole upper perimeter of the store: the video content and colour codes guide customers towards the different themed areas. Black identifies make-up, bright pink is dedicated to skincare, pale pink to bodycare. The central column dedicated to double cleansing is a shocking-pink metal-mesh tower, inside which the Spumoni cascade down like an arcade game.
Recycle to be cool: playful sustainability. In the bodycare area there is a basket for returning empties, the ‘Recycle to be cool’ station: customers can return their empty product bottles in the form of a mini basketball court with backboard and net, perfectly integrated into the brand’s visual language.
Overskin: make-up according to Veralab. A contrasting black colour palette defines the area dedicated to Overskin, Veralab’s make-up project. The products are displayed on powder-pink drawer units, lit by diffused light, in an inclusive space to test textures and combinations without giving up the concept’s stylistic coherence.
