Smart Eventi pop-up store in Milan: interview with Sara Verderio of Oslo Skin Lab

Interview with Sara Verderio: “What we appreciated about Smart Eventi”

Sara Verderio, Senior Commercial Marketing Manager at Oslo Skin Lab, summarised the experience: “While working with Smart Eventi, we appreciated their availability and responsiveness, their punctuality in all meetings, and their support in liaising with suppliers to successfully complete the project.”

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The work focused on translating brand requirements into a functional retail space, with careful attention to layout, window visibility and urban positioning. It was guided by the need to increase brand awareness while balancing visibility, usability and experiential design.

Pop up store experience and customer engagement

The pop up store was designed as an experiential environment rather than a purely transactional space. Inside, visitors took part in workshops and skincare-focused activities aimed at direct product interaction.

The format followed a clear structure: engagement, testing, and guided exploration. The aim was to transform the retail space into an active brand touchpoint, with continuous visitor participation throughout the activation period.

Brand awareness strategy in Milan

Oslo Skin Lab’s main objective was to strengthen brand awareness in Milan and introduce its new skincare line through direct consumer experience. The aim was to turn the space into an active bridge between brand and public, with continuous visitor participation throughout the activation period.

Verderio also highlighted Smart Eventi’s ability to interpret spatial requirements accurately, particularly in terms of surface area, window exposure and city positioning, all essential elements in defining the effectiveness of the project.

Collaboration and final assessment

“Smart Eventi fully met our needs, understanding exactly the type of space we were looking for in terms of size, shop windows and city location,” Verderio stated, adding that Oslo Skin Lab would recommend Smart Eventi to companies “looking for a unique pop up experience”, aimed at engaging potential customers “with effective promotional activities in Milan”.

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