Announcements 06.26.2019

A New Prototype for Eyewear Retail Opens in Chicago

A streamlined shopping experience is reinforced by brand.

With the recent opening of its first brick-and-mortar retail shops, Eyeconic brings a market-focused shopping experience that complements the e-commerce site of its parent company, VSP Global. Eyeconic’s first two shops, nestled in Chicago’s bustling Fulton Market and Bucktown neighborhoods, are easily recognizable at street level. A frosted white eyeglass frame – the Eyeconic logo – is spread across transparent glass doors, opening into a front-of-store white sculpture of a stylized eye. This is a far departure from many traditional eyewear retailers, as customers are drawn in and encouraged to relax and browse.

From the distinctive branding and streamlined displays to the layout of shopping and consulting pavilions, the design aims to clearly identify Eyeconic as a different kind of eyewear retailer: one that is anchored in the communities it serves with improved user experiences to promote greater awareness of the importance of eye health.

“We wanted to create an entirely new shopping experience, organized in a way that is simple and transparent with clear shoppable areas.”

Eileen Jones, Practice Leader, Branded Environments

“The entire store experience is the brand.”

Brian Weatherford, Associate Principal, Branded Environments