Project Overview
Creating a new brand in the highly competitive optometry sector made a bold aesthetic statement essential. To become a leader in new technology, the client sourced premium optometry equipment, which offers customers the best quality service and experience. Given the long list of requirements, similar to that of a medical practice but with the addition of retail, the fusion between form and function was important. Our goal was to break down the boundaries of traditional ‘clinical’ optometry by featuring the procedural equipment in a warm and inviting environment. This was achieved by creating an inviting atmosphere with complete transparency.
Project Commissioner
Project Creator
Team
Design Team - Two Design: Caitlin Witbooi, Rohin Adams and Daud Wijaya
Lighting - Lighting Partners Australia
Shopfitter - Select Shopfitting
Optometry Consultant - ProVision Group
Project Brief
The shopfront's bright orange cocoon, illuminated signage and internal elements catch the interest of the passers-by and help The Optometrist not only stand out in the crowded marketplace, but relay a message of professionalism and quality. These challenges, along with the competitive nature of optometry and also the quality expected by Tooronga Village customers informed and guided the project brief.
The piercing angular ceiling bulkhead and flooring directs customers towards the retail display, intersecting with promotional and service touch points along the way. At the rear, a feature wall rendered in concrete finish with timber display shelving is illuminated by pendant lights that create a patterned shadowed effect, emphasizing the display. The overall finishes palette of concrete, black and white has an industrial feel and, along with natural timber colours and carpet tiles which graduate in pattern and texture, achieves the desired sense of connection and depth in the design.
Project Innovation/Need
A trip to the optometrist can be daunting, as more often than not they include examinations by foreboding equipment. The innovative approach by the design team was to integrate the design between the retail area and consulting areas, rather than hide these areas down long corridors as in many traditional layouts. The removal of any barriers between staff and customers ensures a sense of openness is apparent. Similarly, full height glass exposes the consulting room to the customer and the considered interior palette continues through seamlessly. Although the space has an industrial quality, it also feels warm and approachable. This transparency exhibits the high-tech equipment as well as removing the fear of the unknown. Motorised blinds are used to provide privacy for testing when necessary, but allows at all other times for the room and its equipment to be on full display.
Design Challenge
Retail display in optometry is often limited by standard display systems. With this project the design team were challenged to create a custom method for displaying the frames that would as a whole be a big part of the interior design, but more specifically make the glasses the hero. The segmented display allows each pair of glasses to stand out individually, while still sitting unified within the overall timber slotted design. Cutting through the entire display from shopfront to rear is a continuous shelf and narrow mirror that, illuminated from above, acts as both feature display and space for customers to shortlist glasses, enhancing the retail experience. The frameless full height mirror at the end wall reflects the display, making it appear endless. This also has a practical function, allowing customers to view the full height of their appearance.
Sustainability
Whilst at first this store appears to be have used masses of natural timber, the careful selection of a Duropal timber-look laminate from Benchtop City provides the desired look with a sustainable approach. We also selected a carpet tile from Interface which is made of up to 81 percent total recycled content, including 100 percent recycled content nylon face fibre. This flooring can also be recycled via Interface’s ReEntry 2.0 recycling process. The lighting has been designed in collaboration with Lighting Partners Australia to achieve the highest quality retail lighting, using LED fittings throughout to ensure the most economical power usage. Hard wearing surfaces have been selected throughout to ensure longevity of the practice and avoid needs for early refurbishment or ongoing maintenance costs.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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