The HUB is the prestigious HQ of the alternative cosmetics brand VEGETALEMENT Provence founded by Jean-Marc Delabre and Vincent Faraco. Set over 2000 square meters, this unique space for life is dedicated to this disruptive concept and universal beauty in all its forms. At once a shop and showroom, international academy, salon and pilot hair and beauty institute, the center is a mecca for head-to-toe beauty, both physical – with its gym and steam room – and mental with its “alternative” treatments. Harmony and coherence are the keywords. Coherence in the building design, structurally and internally responsible and eco-designed by VP’s co-founders who hired Pierre Gauthier to oversee the plans and manage the project. Light floods in thanks to all the glass mixed in with raw and refined materials including wood, metal, and concrete. Coherence too in the clean-lined, minimalist yet welcoming spaces. Camel and soft cashmere make a bold colourway that oozes simple and elegant luxury. The brand’s DNA and identity flow throughout the hub, from the product and accessory design to the choice of professional salon furniture (Cindarella Paris), the retail concept and fixtures tailor-made for the brand. A whole brand universe ready to be explored.