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Safarian & Simon


Glasses display at Safarian and Simon opticians

The Challenge

Safarian & Simon opticians found the perfect location for their expanding optical practice – the prestigious neighbourhood of St John’s Wood, London. But, while the prime high street unit was the optimum location with a generous footprint, the configuration and structure of the unit wasn’t functional for the effective running of an optical practice.

What we did

Having already worked with Safarian & Simon on their brand development and store concept for their existing practice – we had a good head start. However, the transformation needed for the new unit was significant, involving a heavy amount of structural reconfiguration and development. 

We stripped the unit back to its shell, and by collaborating with structural engineers and building experts, we relocated the staircase, removed structural walls, and delivered a new shop front; we reconfigured the complete space.

With clever design thinking, we achieved an efficient and functional layout that worked for Safarian & Simon. We adapted the store concept to the new unit by adding new bespoke design features, fixtures, and fittings to elevate the design.

Insight & Strategy

Concept, Design & Development

Technical Design & Drawings

Design Management



Applying our creative imagination and experience in optics – we transformed the two-story unit into a destination practice that provides an exciting retail offer and expert clinical eye care services.

The perfect new home for Safarian & Simon enables them to continue successfully driving their exceptional practice forward. 


“From the minute we saw their work, it was clear Retail Experience Design had a high skill set in designing. It’s why they were our first choice when setting up our second practice.

The team are very approachable and listened to us – ensuring the design and product choice was aligned with our vision and budget. Highly recommended”

Sachin Patel

Managing Director, Safarian & Simon Opticians

Let’s transform your space together

If you want to know more, get in touch – we’re always happy talking shop.

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Working with the Optical Sector

We know what makes a successful space – somewhere you can provide both an exciting retail offer and an expert eyecare service. 

We can help

  • Transform your traditional, tired interior into a unique retail space 
  • Gain an in-depth understanding of your patients’ behaviours, wants, and needs to redefine your customer experience. 
  • Leverage your space to create a highly efficient working environment – one that balances ‘look and feel’ with functionality.

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