European opticians get clear vision on design

Rodney Fitch Design Consultants is creating new retail identities for two European chains of opticians. Each project will involve branding and interiors, and both are likely to be publicly aired in the first half of 1997.

The chains, Salmoiraghi Vigano in Italy and General Optica in Spain, are both part of the Vantios Group. The consultancy recently completed a store format and branding project for Dollond & Aitchison, the UK arm of Vantios.

Currently on trial at the Broadmead Centre in Bristol, the new Dollond & Aitchison format will be introduced to two further sites for a wider test. It includes the first update of the chain’s owl logo in 250 years of trading.

A number of new service elements have been introduced in the Bristol store, including private consultation areas and computer programs to help customers choose frames.

And the Optical Shop, a Hong Kong opticians chain, has also introduced a Rodney Fitch design to its 39 outlets. It now plans to extend the format to stores in Macau, Singapore and China.

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