the new Veralab shop format designed by 23bassi lands in Turin, in Piazza CLN
This Turin store is one of the first realisations of the new concept that will guide Veralab and Overskin’s next ten openings in 2025. It is the prototype of a generation of spaces designed to be alive, dynamic, social, ‘Instagrammable’ but not superficial. And above all coherent.
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Turin too dresses in Rhodamine. After Milan, Rome, Naples and Padua, Veralab and Overskin arrive in Piazza CLN: in the window, the sign reads ‘Tote suma rivà’ — an act of love for the Piedmontese capital in dialect — accompanied by a mega bottle of Spumone and 1960s-cinema-style pink bulb frames. The store is one of the first ten Italian flagships to introduce the brand’s 2025 concept. Navigation is marked by four colour worlds (make-up black, skincare pink, bodycare pale pink, fragrances chrome) and by a content highway of video walls running along the whole upper perimeter.
Tote suma rivà. After Milan, Rome, Naples and Padua, Veralab and Overskin arrive in Turin too: in Piazza CLN an experiential space opens that is at once an aesthetic manifesto, a beauty destination and an act of love for the Piedmontese capital. ‘Tote suma rivà’, reads the sign in the window, complete with a mega bottle of Spumone and 1960s-cinema-style pink bulb frames. The new store is one of the first ten Italian flagships to introduce the brand’s 2025 concept, which focuses on an immersive, hyper-identity and scenographic experience.
One store, four colour worlds. The environment is a calibrated explosion of colour, rhythm and functionality. Each area is designed to make the customer’s navigation easier according to a simple but effective visual principle: make-up = black, skincare = pink, bodycare = pale pink, fragrances = chrome. An intuitive system that dialogues with the huge continuous band above, a real video-wall content highway that runs along the whole internal perimeter, mixing animations, tutorials and brand-activism messages. The painted metal-mesh walls hold the painted-iron displays, alternating solids and voids to create depth and lightness.
Materials, lights, identity. The furnishings bear 23bassi’s signature down to the details: custom modules, perforated panels, integrated shelves, mirrors and shaped neon. The iconic double-cleansing column stands at the centre like an almost sacred totem, in pink-painted metal with backlit lettering. The Recycle to be cool is also present, here a fluo-pink basket set into the metal wall for recycling bottles.
Windows that look like cinema. The exterior deserves a separate mention. The windows are a homage to 1960s art-house cinemas, with bulb-lit frames and transparent glass that stage the product like a star. From outside, the video walls project clips and iconic images, while the wording ‘THIS WAY‘ ironically indicates the entrance. The window make-up station turns into a point of attraction for passers-by too, with a maxi LED screen in a luminous arrow.
