New Look : un nouveau regard sur l’expérience en boutique
By : LG2 Architecture
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Environmental Design / Brand Universe : Silver Certification
Launched in June 2022, the new generation of stores focuses on the importance of optometry by offering a brand experience that’s articulated in every detail. From the customer journey to the large signature light fixture above custom-made displays, the result is a meticulous space that reflects the revamped New Look, where style and design intelligence coexist perfectly.
Ensuring brand memorability through design
The basis of the design was to make the invisible visible and to showcase expertise. At the heart of the store, an elegant lounge elevates the eyewear delivery experience. Seats are positioned on either side of the lounge so that opticians can offer patients a personalized adjustment in the comfort of a fitting area. Oak walls enclose this cozy space, and a glass partition displays customers’ eyewear like works of art, each labelled with the owner’s name. This distinctive architectural element allows the customer to easily drop off and pick up their order while employees manage everything on the other side of the wall.
A brand expressed through materials, colours and light
Particular attention was paid to colours and materials. The use of glass is reminiscent of lenses, oak envelops the space and a deep blue softens the eye test area for the comfort of customers with dilated pupils. Additionally, new sections of the store are equipped with the latest technology to personalize the customer’s lens and frame shopping experience. Inventory has been reduced and eyewear is showcased in a sleek, modular layout. Custom-made displays around the perimeter of the shop make it possible to see the range of available models at a glance.