The Eye Makers

This optometric retail store was launched and designed by BRAND DNA, with Fred Swart Design responsible for the corporate identity.

Based on the eye’s lens, depth of field, convergence, refraction of light and the colours of the spectrum, we designed this boutique store that specialises in eye care and stocks prestige frames and sunglasses.

Specialised frames are showcased in museum type podiums. Perforated white walls house frames displayed in random order, or within tubular recesses backed by mirrors. The refracted light inspired-central display feature houses merchandise as well as upholstered pause areas. This central feature grows out of the floor, and terminates in the point of sale counter at the back of the store, and is further reflected in the overhead ceiling bulkhead.