Project
Pop-up store of skincare brand 30atoms
Location
Belgrade Nikola Tesla Airport (terminal 1), Serbia
Project stage
Concept
Photo/visualization
Elizaveta Chuprina
A pop-up store of the cosmeceutical brand 30atoms is preparing to open in Terminal 1 of Belgrade’s Nikola Tesla Airport — a thoughtfully designed space tailored for travelers whose skin is particularly sensitive to the dry air onboard airplanes.
30atoms is a brand fully dedicated to nourishing and hydrating facial skin. Its product range includes serums, ampoules, capsules, eye patches, and sheet masks. The key ingredient in most formulas is squalane — a natural compound that enhances skin respiration, prevents moisture loss, accelerates regeneration, and combats dryness and flakiness. These properties make it an ideal solution for quick, effective skincare on the go. The name 30atoms refers to the molecular structure of squalane, which contains 30 carbon atoms, emphasizing the brand’s scientific foundation.
The store’s concept and design were developed by Ksyuschenka bureau. Their main challenge was to accommodate the full product line within a compact 20-square-meter space, while also making the pop-up stand out amid the busy retail environment of the airport. The design team chose to highlight the brand’s pharmaceutical roots through the use of stainless steel and mint-colored plexiglass and glass, creating a clean, clinical, yet visually striking aesthetic.
Several playful elements were additionally incorporated into the design: a sign featuring a photo of invited flight attendants wearing 30atoms sheet masks, along with a sparkling stone countertop with fine glitter, brings a sense of liveliness and memorability to the brand’s space.
Special attention was given to functionality. Given the high foot traffic and strong demand for skincare products at the airport, the design studio ensured ample storage space in the lower cabinets to keep additional stock on hand. A mobile testing station was also designed, allowing passengers to approach it from both sides. Mounted on wheels, the station was created at the request of the brand’s owners, who plan to hold in-terminal activations, offering samples and product introductions in different areas of the terminal. Additional storage space was also built into the testing unit itself.
