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David Clulow opticians opens new concept store in London’s financial district

“Our new Cheapside store concept is working extremely well for both our team and customers. The design of the store fulfils our desire to showcase our products whilst also providing a professional and reassuring eye testing environment”

Paul Bate
Property Manager, Luxottica UK Limited

This new concept will lead the way in David Clulow’s next generation of stores. Our design pays homage to London’s urban ‘loft’ style architecture. The fully glazed shop front is hung from a steel eye beam structure.  One window offers clear views into the store and product range within, while the other features a large digital screen introducing the latest brand promotions.

The bright and airy interior has a contemporary feel and allows space for customers to browse the carefully lit wall displays. Within the mid-floor display we’ve created a pre-test consultation area where customers can sit comfortably to discuss their needs. By locating this centrally staff have easy access to the full product range for their clients.

We have also removed the barrier of a physical cash desk so that staff can ‘service’ the store freely and engage more naturally with customers. The cash till itself has been integrated into the wall system.

It was important to integrate technology right from the shop front throughout the store to provide a seamless communication channel for David Clulow. The 75” high res digital screen in the window provides the brand showcase “front door campaign”. This key brand story links through all their retail channels from on line to instore – where a branded display table allows customers to touch and feel the product.

Tablets are used by the staff in several ways:
• To show what optical customers look like in their chosen frames;
• M’Eye Touch technology measures lenses;
• Frame choice and selection appropriate to specific prescriptions.