A collaborative design transformation for HOYA and Seiko Vision

How do you incorporate two well-known optics brands, each with their own products and personality, into a shared customer-facing space? That was the challenge that HOYA and Seiko Vision asked us to solve.

They were well aware of our optics experience – we’ve carved out quite a niche working with multiples and independent opticians – and also impressed by the breadth of work in our portfolio, including projects for retail brands, showrooms and hybrid shared spaces.

And ‘hybrid’ was definitely one way to describe the brief…

A hybrid problem

HOYA needed a space that could do it all: a showroom to promote their products to customers and a training centre for learning and development. They asked us to create a versatile environment that truly reflected their boundary-pushing brand and reputation for innovation. As if this weren’t enough of a challenge, Seiko Vision were relocating their lens production to HOYA’s Wrexham site to improve delivery times for UK customers, support sustainability goals, and create their new training and support academy. We needed to figure out how the two businesses would share the reception, customer spaces and meeting areas. Our challenge was to create a hybrid environment that celebrated HOYA and Seiko’s individual identities. Our design needed to enhance functionality and elevate customer journeys whilst bringing both brands to life. “This project sits perfectly where our expertise intersects. We’ve got deep roots in the optics sector coupled with broad experience of designing showrooms, retail space and work environments. We’re really happy with how it turned out – as are our clients.” Dean Waugh, Creative Director, Retail Experience Design

A multi-faceted design solution

HOYA’s current space clearly wasn’t working. The experience felt disconnected and lacked impact. This was where customers would arrive for factory tours, networking events and training on HOYA’s range of advanced lens products – often the first time they’d experience the Hoya brand in person. As Dean explains, “Stepping into the reception, the first impression was uninspiring. This didn’t feel like the home of a global brand with an innovative reputation.” The space needed a complete rethink. Working closely with HOYA and Seiko each step of the way, from initial concepts to technical drawings and overseeing the fit out, we completely reimagined the environment. The space is now a state-of-the-art, multi-functional environment that enhances how HOYA showcases products, trains clients, and engages with customers. The integration of Seiko into shared spaces ensured a cohesive, professional setting that respects and reflects both brands.

Read on to discover the essential design features that drove this transformation…

Interior design highlights

Balancing brands: Integrating two brands within a shared space required a thoughtful approach and some meticulous design decisions. We balanced colours, branding, and technology to complement both brands, ensuring neither dominated. Every detail, from logo placement to the tone of graphics and finishes, was carefully considered to achieve equal emphasis.
Sustainable thinking: We were able to cleverly reimagine some of the existing elements to reduce waste and cost. For example, we repurposed Hoya’s full-height glass panels with new Crittall-style glazing and frosted branding, to turn them into impactful contemporary elements with a nod towards the companies’ products.
Improved layout: Originally the space felt disconnected and difficult to navigate. That’s where we drew on our experience of creating shared spaces and retail interiors, reimagining the layout to create a more intuitive experience for customers. Our layout incorporated a welcoming reception, self-service drinks stations and clear signage to guide visitors through service areas and on to the meeting rooms and training spaces.
Fresh perspectives: Beyond our optics projects, we’ve worked across so many different industries. This breadth of experience allowed us to introduce innovative design elements. For example, we integrated biophilic design with a central feature tree and plant details, applied ergonomic considerations to ensure comfort and functionality, while adaptable and movable fixtures ensure the space can be easily reconfigured for different purposes.
Room to relax: The space needed to be both functional and inviting. By adding flexible furniture, varied seating options, and mood lighting, we created breakout areas that feel comfortable and engaging. These spaces double as holding areas or extensions of the training and product exploration experience.

HOYA and Seiko’s perspective

“An exceptional experience from start to finish. Retail Experience Design’s thinking and creativity were truly outstanding, with the team bringing fresh, innovative solutions to translate our vision into a space that exceeded our expectations while staying true to our brand identity. The space has genuinely transformed how we work and interact with our customers – visitors frequently comment on how modern and welcoming the design is. We couldn’t be happier with the results.” Dale Hughes, Marketing Manager, Hoya Lens UK

“The idea of involving RED in our project came from the fantastic success they’ve had with so many independents across the market. They’re doing a great job out there, and it made perfect sense to bring them on board so we can ensure continuity between what we do and what our customers do. Great work! Look forward to continuing our collaboration.” Jonathan Cohen, Commercial Manager, Seiko Vision

Making sense of multi-functional spaces

Whether it’s due to the increase of hybrid working or a desire to create a more personalised customer experience, businesses are increasingly asking us to make a space multi-functional. This isn’t just a passing trend; it’s a reflection of the rapidly evolving landscape we all operate in. Without the right kind of design thinking, multi-functional spaces can fail to achieve any of their aims.

As Dean Waugh, our creative director explains, “If you haven’t thought hard enough about the different functions of your space and how you’re practically going to balance them, it can end up being vague and directionless. Trying to cram too much in can also increase your price tag.”

We’re no strangers to designing spaces that need to adapt quickly – our portfolio includes public meeting places, modular events and entertainment spaces for universities, and workspaces that flex to meet today’s demands. For HOYA and Seiko, we needed to get the details right – from considered signage and wayfinding for customers to creating modular furniture that could be reused in different areas of the building and adding clever hidden storage for events equipment. Beyond functionality, the challenge was about creating balance. Thoughtful design ensured both brands could coexist, while offering a space that engaged customers and reinforced their values. Multi-functional spaces like this don’t just meet today’s needs. They build flexibility, efficiency, and agility into environments that are ready for whatever comes next.

How could we transform your space?

Collaborating with HOYA and Seiko Vision to transform their spaces was a rewarding challenge. It’s one of many projects in our portfolio that shows we have the capability to help businesses connect with customers, design captivating spaces and achieve their commercial goals. If you have a similar project in the pipeline, here are some of the lessons you can learn from this project.

Design creates change: You don’t need a complete overhaul or massive structural work. Thoughtful design transforms spaces and creates lasting impact.
Every space is different: No two jobs are the same – here, we had to balance two brands in one space. Whether you need us to solve a specific problem or undertake a full redesign, we’ll always tailor our services to your goals.
Experience pays: We’ve got deep knowledge of the optics sector and broad experience in branded retail and commercial environments. We think you can see how we’ve applied both to make a success of HOYA and Seiko’s redesign.
Sustainability matters: We’re always thinking intelligently about how we can reimagine existing elements, reducing waste and cost while maximizing impact.

If you’re an optical brand or business with a problem to solve, let’s start the conversation.