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Press Release
• A Site For Sore Eyes • Before You See The World • Why be Ordinary When You Can Be Extraordinary • Biography (Vanessa Ho-Yan) • Starck Eyes Press Release • Corporate Client Press Release
A Site For Sore Eyes THE VISION: An optical store with a difference.THE OBJECTIVE: A stylish, lifestyle oriented hub. THE MOTIVATION: Dreary uninspiring clinical environments that have become the norm. THE CHANGE: A meeting of minds and brand identities! THE PLACE: A conference in London. It all began at a retail designer's conference, where Bernard Dooling (director of 20/20 Interior Design) and Stephen Isaacs (owner of 20-20 Optical Store) met and merged minds. After sharing their ideas and similarities, they both were geared towards a creation of something inspirational. So Isaacs gave Dooling the brief: To come up with a unique new identity and graphics communication package to be applied across the full suite of the store interior, literature and promotional material of 20-20 Optical Store. The primary objective was to design an optical store that was refreshingly stylish, but the complete opposite to most high street opticians. Instead of a customary uninspired clinical environment, the store needed to be like a fashion retailer with bright colours and super-sharp graphics. "There’s no reason why you need the men in white coats – it’s just another part of high street retailing. The fact that they give good eye consultations is a given," says Dooling. "This approach has changed attitudes to eyewear," adds Isaacs. "Wearing specs doesn't carry a stigma. Now it's fun - we should celebrate it! We want our clients to change their eyewear as often as they change their wardrobe. The store design certainly embodies this approach, starting at the façade with super graphics of the shop name and a giant eye motif across the windows and glass doors. Inside, this motif is repeated on the walls while a large-scale graphic reads, 'Seeing things differently,’ over the stairs. This sign is a play on the eye chart format and a reference to its owner’s idiosyncratic approach to optical retailing. "We worked with visual plans to underpin the basic message and take people though the store," says 20-20’s Charles Dunnett, Chief Architect. These include multi-coloured graphic panels of spectacle frames in the client collections department. The front and back of the store are arranged over two levels. On the lower level, the clinics embody Isaac's vision of open-plan consulting rooms coupled with fabulous state-of-the-art equipment. An area dedicated to contact lenses and their application is also housed on this level. This is where the expression 'aesthetic functionality' finds its home. Dunnett wanted to achieve a lightness of touch in the main retail area, combining a dark stained, oak floor throughout the ground level with custom-designed white merchandising units, which are backlit to appear as if they are floating off the walls. "The quality of lighting was hugely important in navigating the line between wanting it to be as light and clear as possible, but not sterile," says Dunnett. Housing one of the largest eyewear collections in Europe, with over 5,000 high designer brand frames, jewellery eyewear, sunglasses, contact lenses and travel eyewear products, and consuming over 15,000 square footage of London's Tottenham Court Road's, 20-20 Optical Store is Europe's leading visionary and innovative eyewear and eye care retailer. With its contemporary fashion-led interior, the store offered a lifestyle approach to eyewear and eye care. The store includes some of the UK's most sophisticated eye care equipment including the revolutionary Optomap, which is just a part of how 20-20 has altered the face of the optical industry. 20-20 Optical Store is about relaxing and enjoying yourself so much so that you would love to stay all day!
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