20/20 Optical unveils vision for the future

The 20/20 Optical Store is planning to roll out ten new format stores, based on the newly-opened £1m flagship in London’s Tottenham Court Road.

Its new flagship was opened last weekend with a refreshed corporate identity and interiors by retail design and strategy group 20/20.

“There are no plans to roll this concept out in our Piccadilly store, but we will be reproducing this concept in other areas of London and other cities around the UK. We plan to open approximately ten stores, with the first store opening within the year,” according to 20/20 Optical Store managing director Stephen Isaacs.

The design consultancy has created the retail environment for the 1400m2 site and an accompanying store communications package including external, directional and departmental signage. It has also “tweaked” the existing 20/20 Optical Store identity, according to 20/20 head of architecture Charles Dunnett.

The new identity has been applied across the external window facade of the Tottenham Court Road store and will be applied across all corporate literature and promotional material.

The store is a radical departure from the company’s other branch in Piccadilly, with a call centre to manage the company’s after-sales service, a laser surgery suite providing corrective eye surgery, a beauty bar and a café area.