Retail design and strategy group 20/20 is working with the similarly named, but unrelated, 20/20 Optical Stores to develop a new London flagship outlet on Tottenham Court Road.
The store, which measures 1393m2 over two floors, will open in September. It is adjacent to the chain’s former Tottenham Court Rd store.
The design consultancy is aiming “to create a stimulating, fun and inspirational shopping experience”, says consultancy creative director Bernard Dooling.
Features including beauty concessions, an in-store cafÃ©, and live music areas will be included in the new concept. All elements, including in-store customer communications material, will be designed by 20/20.
Stephen Isaacs, managing director of 20/20 Optical Store, says he foresees the store as, “the ultimate destination store in the eye-wear and eye-care sector”.