Pink Gellac Color Boutique

Concept Design: Matteo Renna / Pink Gellac / ALW Studio

Techincal Design and production: Bullsink + ALW Studio

AV Partner: First Impression

Photo: Alessandro Reginato

The first flagship store of the online successful brand Pink Gellac opened in the Westfield Mall of the Netherlands in Leidschendam, the Netherlands.

The beauty brand is the fastest-growing d2c nail cosmetics brand in Europe and, with the Pink Gellac color boutique, wanted to bridge the online-to-offline retailing.

Together with the PG team we wanted to create an iconic space where fans and customers of the brand can feel part of a community of people that share their passion for the PG products.

Pink Gellac Color boutique is designed to embrace all these needs.
The central nail bar element is the focus of the space, a place where the brand offers the best customer experience, giving personal advice, making testing of products easy and personalized and offering direct contact with competent staff tasting a good cup of coffee.

The design wants to merge the digital with the physical thanks to a ceiling LED light installation that changes continously, enhancing the immense color variety of the collections. The feeling of the space change completely with every new collection, the white and concrete walls reflects the light of the ceiling giving to the boutique a completely new look each time.

The corrugated powder-coated material reflects the young and fun style of the brand giving a final pink signature to the look of the store.