Opticians set sights both near and far

The opticians market is continuing its rapid development, with designers helping the evolution of new and expanding retail chains both at home and abroad.

A new international chain of eyecare stores aiming to become a “Vision Express for emerging markets” is launching with multicoloured branding, packaging, signs and stationery by Interbrand.

UK company Optical Care set up Loox to exploit a gap in the market in Eastern Europe for affordable, contemporary own-brand spectacles and accessories. The first store has just opened in Poland and up to 15 are set to follow throughout Eastern Europe.

There is no ceiling to the chain’s potential size and Loox plans to break into other emerging markets further afield.

The branding has been developed in five primary colours. Stationery and packaging will change colour according to new fashions, seasons and ranges. Interbrand, which was approached by the client, also designed uniforms and facia and worked on shop layouts.

Meanwhile, international optician chain Vision Express is to open its first London store in Oxford Street this month. Silver & Co is designing what is to be a 280m2 flagship.

The group was approached by Vision Express six months ago, explains Silver & Co director Jonathan Silver. The original logo remains untouched. Silver & Co is currently working on another store in the north west.

Optician chain Auerbach and Steele, which opened a store on London’s King’s Road in July, is poised to open a second store with design by Michael Girvan.

And Scottish chain Opto Total Eyecare has opened 12 stores in Scotland this year and a further two in England and Northern Ireland. It is currently in a joint venture with 70-strong chain Specialeyes and will convert the latter’s stores into the Opto format. Design work on the new stores is by Tayburn McIlroy Coates and Skakel & Skakel.

Opto Total Eyecare is to introduce multimedia systems, designed by Clockwork Technologies, to display medical information to customers.