Pop-up store | 30atoms

Belgrade, Serbia | 2025 | 20 sq.m

Architects: Kseniya PopovaPhoto/visualization: Elizaveta Chuprina

30atoms is a brand fully dedicated to nourishing and hydrating facial skin. The store’s concept and design is developed by Ksyuschenka bureau. The 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 highlighted 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.

↓ main colors

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.

↓ textures

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.

↓ plan