The ubiquitous skincare company Nivea has opened a new flagship store, housed within an outlet hub close to Rome.
The project was conceived by architect Matteo Thun’s firm in close contact with the Nivea team, in order to create a space that would convey the skincare brand’s identity in the most evocative and appropriate way.
Purity, simplicity, care and trust are the core values of the German skincare brand, and these had to somehow be represented in the interiors of the store. By using walnut for the flooring and oak for the shelving, the architects created a warm, welcoming environment, highlighting the products on display.
Modular shelving allows visual merchandisers to display products in creative ways and closed units make great use of accessible storage. Neutral tone natural surfaces – such as wooden furniture – carefully placed around the store for merchandising and relaxing purposes enrich the warm environment, adding some comfort to the space's overarching minimalism. An integrated spot light system periodically shifts focus, highlighting different areas at different times.
Nivea's customary white and blue colour scheme, as well as the rounded shape of the products, define the contemporary and timeless design of the store.
The space follows ‘A concept that fully reflects the soul of this iconic brand,' Thun explains. 'The store is just the stage for the products – the product is the hero!’