This optometric retail store was launched and designed by BRAND DNA, with Fred Swart Design responsible
for the corporate identity. Based on the eye’s lens, depth of field, convergence, refraction of light and
the colours of the spectrum, we designed this boutique store that specialises in eye care and stocks
prestige frames and sunglasses.
Perforated white walls house frames displayed in random order, or within tubular recesses backed by mirrors.
The refracted light-inspired central display feature houses merchandise as well as upholstered pause areas.
This central feature grows out of the floor, and terminates in the point of sale counter at the back of the
store, and is further reflected in the overhead ceiling bulkhead.