Independent upmarket optician Auerbach & Steele is set to reopen its Kings Road store in London in early March, with a refreshed identity and interior by Push Design. It is the first time the brand has been updated since the store opened ten years ago.
Push Design was appointed to the project in October 2006, on the strength of an existing relationship with Auerbach & Steele. The challenge was to create a new store concept that would attract walk-by trade, without alienating the brand’s existing clientele, says Push Design creative director Luke Carrington, who led the project.
‘In terms of retail graphics, what we’ve done is very sedate. It was never going to be traditional point-of-sale,’ says Carrington. The bold graphics use a palette of orange, grey and black and are applied to stationery, carrier bags, the façade and store window.
The 7.5m2 interior and retail display were inspired by the cycle of frame and lens trends, while ‘hero displays’ allow the brands and styles particularly in vogue to stand out. Push Design is also in talks with Auerbach & Steele to develop the company’s website at www.auerbach-steele.com.