Visual Display represents the imagery of beauty

One of the challenges involved in designing spaces for companies is conveying the “brand message” through design. Visual Display of Udine has been doing this for years, and “the way we conceive strategies and storylines ensures the enhancing of each aspect of the brand - from the essence to the identity, through the visual and verbal, the functions and operation - in order to get a strong result that gets immediately as a cohesive unique voice through the market, and also through the spatial experience”.
This is the case of global professional cosmetics brand Germaine de Capuccini’s new headquarters in Udine, Italy. Visual Display was asked to take care of the interior design of the spaces in the historic centre of Udine, and specifically in Palazzo Eden, a building which has undergone major renovations located on the former site of the Eden cinema, a building in Liberty style designed by Provino Valle in 1920 and demolished in 1958 to make way for the UPIM department store. The urban regeneration project makes the most of this historic location overlooking Piazza Libertà and the Castle of Udine.
Visual Display’s design for these spaces “evolves from one space to another, in a balanced succession of details and contrasts, always in the name of beauty and elegance.” This is why the creative designers use curved and straight geometric lines, drawing on a harmonious, delicate colour palette. The choice of materials used in the finishes plays an important role due to the emphasis on the skin, an essential aspect of any line of cosmetics. And so the project incorporates textured, highly tactile finishes, opaque and mirror-finish materials, natural and high-tech, soft and sculptural”.
Customers’ route through the long, narrow showroom is marked at intervals by purple velvet sofas. The brand’s colours are reflected, and its products are displayed on podiums covered with Alcantara and concrete. The beauty room features a long custom-designed wall with sinks and containers, where natural light creates an intimate, serene atmosphere for workers and clients alike. 
Visual Display custom designed a number of items, such as the two sculptural elements in the company’s meeting room: a suspended grid of light that acts as a chandelier and a long black Fenix table which can also be divided into separate tables when required.
The building offers plenty of views of its urban surroundings, rooting this space apparently suspended in time in its location in the city of Udine. The spaces are a tangible expression of the brand that occupies them, with all the class and elegance characteristic of Visual Display’s work, which always centres around the user experience.

Christiane Bürklein

Project: Visual DIsplay
Location: Udine, Italy
Year: 2021
Images: Camilla Bach