Veralab Rome: a project that tells of love for the city, art and beauty
23bassi’s project does not just create a sales point but builds an environment that tells the Veralab identity in every nuance: from the value-driven mission to attention to detail, from emotional involvement to respect for the urban context
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More is iconic. The contrast between past and Rhodamine is the heart of Veralab’s third sales point in Rome, which stands out for its ability to dialogue with the architectural and cultural context it sits in. The central element is respect for the genius loci: the premises’ original walls are deliberately left exposed and become a material counterpoint to the Veralab concept — bright tones, smooth surfaces, perforated metal. Four large arched niches house the format’s furnishings and are topped by backlit lightboxes. At the back, Nico Vascellari’s ‘ROMA AMOR‘ neon acts as a visual manifesto for the whole project.
Genius loci and historical layers. In the beating heart of Rome, Veralab’s third sales point comes to life, after the flagship on Via Tomacelli and the Termini Station pop-up. The central element of the project is respect for the genius loci, expressed through the recovery and enhancement of the premises’ original walls, deliberately left exposed. The material layers, with their marks of time, act as a counterpoint to the Veralab concept, strongly marked by bright tones, smooth surfaces and industrial materials such as perforated metal. The contrast between ancient and contemporary generates a powerful visual balance.
The niches as a backbone. As soon as you cross the threshold, the visitor is welcomed into a first room marked by four large arched niches, which reinterpret the premises’ historic architecture in a retail key. These wall cavities house the iconic perforated-metal furnishings typical of the Veralab format, and are topped by arch-shaped backlit lightboxes, perfectly integrated into the curvilinear language of the environment. The layout enhances the symmetry of the space, guiding the eye towards the perspective heart of the store.
Roma Amor. At the back of the shop, in a central, scenographic position, stands the neon artwork ‘ROMA AMOR‘ by artist Nico Vascellari, chosen personally by Cristina Fogazzi. The double meaning of the anagram becomes a visual manifesto: a tribute to the eternal city and to the authentic feeling that binds the brand to its community. The work is framed by a pink LED luminous portal that works as a perspective device.
Experiential design and iconic functions. In this store too, the format’s most representative corners are not lacking: the double-cleansing column, revisited in a new semi-lateral version. Instead of being at the centre of the space, it is now set against a mirror, but thanks to the reflecting effect it keeps the perception of a complete sculptural object. The ‘Let’s Play‘ corner also returns, inviting customers to return used bottles in exchange for a surprise: a pink basket that becomes a symbol of the circular economy.
Brand identity. Every detail is designed to be functional, identity-driven and Instagrammable: from the modular displays, to the backlit mirrors, to the make-up-studio seats. The palette dominated by the Rhodamine pantone enters into dialogue with the raw materiality of the walls, while the pink-grid flooring helps generate a strongly recognisable scenographic effect.
