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POP. A pop-up store simply has to be PoP—full of light, colors, and shapes that draw people in and entice them toward the brand’s shopping experience. The design of Veralab’s temporary store at Rome’s Termini Station, the second designed for Veralab following the one from two years ago as part of Retail Group’s broader project, is a versatile and functional model that also combines an aesthetic and experiential value that only a brand like Veralab can provide in the beauty industry.
The Project. The sales display is organized using modular elements designed and manufactured from painted, micro-perforated sheet metal. These elements are all the same size, also serve as product shelving, and are designed to be used in store windows, in the center of the room, or along the walls of a store. The metal structure also allows for the application of easily removable magnetic plastoferrite graphics, enabling the brand to customize the store at different times of the year. The modular base elements are a common feature of the project and are colored differently only for the makeup display of Overskin, Veralab’s makeup brand.
Plugs. What makes this system unique are the plugs—actual components that can be inserted into the bases and that define the store’s “layout,” creating ever-changing and eye-catching display elements, accent pieces, lighting effects, and window displays.
The LED wall. To make the most of the enormous communicative potential of the temporary display, a large LED wall was installed on the store’s front facade, allowing the brand to project its own content and change it at any time. Custom graphics and wraps do the rest.
Jingle Bells. Another key feature of the project is the Christmas decor that characterized it at the time of its opening. Also designed by the 23bassi studio, it features the geometric decorations that the brand introduced for the Veralab 2023 Advent calendar. These were used both to decorate the interior and, on a large scale, on the shop’s roof, and were crafted from paper.
