Allen redesigns Italian opticians

Allen International has been appointed to design new interiors, exteriors, identity and store graphics to help Italy’s leading optician chain consolidate its position.

Based in Milan, Salmoiraghi & Vigano has over 100 nationwide stores. The consultancy was up against two unnamed international consultancies for the job.

“The Italian optical market is likely to become more competitive with international players [coming in], and the independents consolidating,” says an Allen International spokeswoman.

Consultancy creative director Aubrey Ghose adds: “Externally, we will be looking for a complete facelift to signal change to S&V customers. Inside, high impact graphic communication will help customer segmentation and give the own-brand line more authority.”

The new look, with refreshed logo, will roll out late summer.

The first of a large store format, designed by Allen International for Dutch drugstore chain Kruidvat opened last month. The chain has stores in Belgium, Poland the Czech Republic and Hungary.