Vision Express, Oxford Street, London
Thursday 20 Dec 2012
The brief from Vision Express was to create a new store that would form a new flagship for the brand whilst using the opportunity to evolve the concept that could then be rolled out across the chain.
The design concept was to open the store as much as possible to allow clarity of vision and portray the professionalism and care that Vision Express provide for their customers. Visually linking the three floors and creating a feeling of light and space has been key to the design. An important element of achieving this was to introduce as much natural light as possible and was accomplished by opening the frontage, allowing deep views into the store.
Building a new atrium from the ground floor to the first, maximised the natural light from outside whilst allowing views to the displays above and providing a focal point to the store layout. Natural light has been brought into the middle of the store by incorporating a skylight over the feature glass staircase connecting all three levels.
The customer journey is kept as simple and straight forward as possible to provide an enhanced and personalised customer experience. On entering, customers are greeted by a glowing reception desk made of LED backlit Himac before continuing to the lower ground spa-style lounge waiting area in the eye care clinic. The eye care clinic houses dedicated pre-test optical areas with state-of-the-art technology and a suite of eye test rooms. Also located here is the Contact Lens Centre where customers can be taught how to wear and care for their lenses. The low ceiling in the area is alleviated by using concealed lighting at the edges to wash the walls with light, including one of dark slate to complement the colour scheme of the floor above.
From the eye care clinic, customers return to the ground floor to select their frames and dispensing desks are located in the centre of the space where associates guide customers in selecting frames and choosing lenses and fitting. Innovative fixtures include a bespoke designer frames display in ribbed white Himac with up and down lighting, OLED mirrors from Phillips, next generation ceramic tiling and embroidered wallpaper made from recycled plastic have been implemented to create unique retail environment.