The brief

Retail Experience Design’s recent project with leading London optical store Safarian and Simon, perfectly illustrates how a rejuvenated brand and relocation provided the opportunity for a new store space design that would connect their brand with their customer experience. 

As the highest qualified independent opticians located in St Jonhs Safarian & Simon pride themselves on their brand values of providing exceptionally high standards in eye testing, as well as the freedom to recommend and prescribe the most appropriate product to suit patients need 

Safarian & Simon take pride in remaining true to their traditional values – which include taking time to talk through and explain patient’s eyesight, and always providing professional and honest opinion and advice. Providing a consultative customer experience is the cornerstone of their business and what sets them apart from competitors. 

Managing Director and Senior Optometrist, Sachin Patel, recognised the importance of bespoke design and that creating a space to allow the Safarian & Simon brand identity to connect with the customer experience would ultimately help him drive his business forward. A run of the mill optical environment was never an option and it’s the reason Sachin engaged with Retail Experience Design because of their expertise and experience in designing and delivering bespoke optical environments.

Our Approach

With a rejuvenated brand identity ready to translate into the new environment, Retail Experience Design carefully considered the space and how the brand values could be translated through considered design.  

A significant element of the space design was the reception desk.  Safarian & Simon wanted to create a personal, relaxed and warm space. An environment that felt consultative, rather than transactional. So, the re-configuration of space and design included omitting the reception desk, resulting in a key physical barrier eliminated from in the customer journey. 

Product is king in any retail environment, optical is no different. However, a common issue within optical is product over-crowding. The new design for Safarian & Simon included a bespoke manufactured mid floor table that provided a unique way to showcase the range of frames, as well as assist flow and circulation around the sales floor. What’s more a carefully planned dispensing wall was developed. Panelling was created to conceal areas such as storage and repairs ensuring the customer journey wasn’t interrupted.  

As with all Retail Experience Design projects, the units, fixtures and fitting throughout the environment were designed to align to the brand values and create a completely bespoke design.   

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