Following the opening of it's very first flagship store in the Westfield Mall of the Netherlands, Pink Gellac is currently expanding it's retail presence with a new store location in the heart of Utrecht. 

MAST is responsible for the concept and interior design of the Pink Gellac stores. While the first Pink Cellac store was all about bringing a successful online brand to the real world, the new Utrecht location defines the brands physical appearance and spatial identity even more. 

The Utrecht store is a real "Colour boutique", an ultimate brand experience where customers can discover and purchase more than 200 different nail polish colours and collections. 

Colours are enhanced in the innovative light ceiling installation that animates the space with more than 300 programmable LED tubes. This volumetric animated light show follows the big range of colours of the collections creating a strong connection between the space and the products. 

The material choice of all furniture in the store is also connected with the product itself. The use of Pink anodised aluminium as a surface gives the effect of reflection and shininess, a typical effect of a luxurious nail polish. The fluted white table bodies and the corrugated aluminium panels create playful shadows and reflections with the lights and the surroundings. The combination of aluminium and Corian is a conscious material choice that ensures long durability and the option of reuse in the future.

The customer journey in the store is not only designed to discovery and purchase products, but also to strengthen the bond with the client and the brand in it's online and offline presence. 

A cozy nook with two glowing neon style hands creates the perfect background for an instagrammable moment. Trying new products and sharing that moment with peers and community is a substantial part of the Pink Gellac store experience in Utrecht.