Following the opening of its first flagship store at Westfield Mall of the Netherlands, Pink Gellac continues the expansion of its physical retail presence with a new store in Utrecht. Designed by MAST, the project translates the digital identity of the nail polish brand into an immersive retail environment focused on colour, customer interaction and spatial recognition.
The new beauty store strengthens the brand’s physical identity through a retail concept that combines lighting design, material experimentation and customer engagement. The project transforms the store into a “Colour Boutique”, where more than 200 nail polish shades and collections become part of the spatial experience.
The retail layout organizes the customer journey around product discovery and interaction
The Utrecht store is conceived as an experiential beauty retail space where product display and customer engagement are closely connected. The layout encourages visitors to explore collections, test products and interact with the brand in both physical and digital ways.
At the centre of the store, a multifunctional counter becomes the focal point of the customer experience. The space combines consultation, product testing and hospitality functions, reinforcing the relationship between the client and the brand. A dedicated social-media corner featuring glowing neon-style hands creates an Instagram-oriented backdrop integrated into the retail journey.
The lighting installation transforms colour into an immersive retail experience
Lighting plays a central role in the spatial identity of the store. An overhead installation composed of more than 300 programmable LED tubes animates the interior and reinforces the chromatic identity of the brand.
The dynamic ceiling installation creates a volumetric light effect that changes according to the nail polish collections on display. The interaction between coloured lighting and reflective materials generates visual depth, strengthens product visibility and contributes to a recognizable retail atmosphere.
Materials and reflective surfaces reinforce the beauty retail identity
The material palette references the visual qualities of nail polish through reflective and textured finishes. Pink anodised aluminium is used across custom furniture surfaces to reproduce the glossy appearance associated with luxury nail products.
Fluted white table structures and corrugated aluminium panels introduce depth, shadows and changing reflections throughout the store. The combination of aluminium and Corian supports durability and long-term reuse, aligning aesthetic choices with functional performance.
The project balances immersive retail design with practical store functions, creating a space where visual merchandising, lighting and materiality contribute to a cohesive brand environment.
The store becomes a physical community space for the Pink Gellac brand
The Utrecht location is designed not only as a retail destination, but also as a branded environment where customers and followers can identify with the Pink Gellac community. The integration of interactive moments, hospitality elements and immersive lighting strengthens the connection between online identity and offline experience.
The project reflects a broader evolution in beauty retail design, where physical stores become spaces for engagement, recognition and social interaction rather than simple points of sale.
Project Credits
Location Utrecht, The Netherlands
Area 100 sqm
Design MAST
Photo credit Alessandro Reginato