Design Brief

Since 1985, the Barke family have run Zeiss Opticians with one goal “to provide exclusively ZEISS products using the most advanced technology and to conduct the best eye examinations possible”.

Today, the Stratford-up-Avon family run opticians are celebrating 35 years in partnership with ZEISS and remain firmly committed to their unique collaboration with the world vision eyecare leader, by offering the best ZEISS optical experience alongside leading frames and exceptional eyecare.

As part of their continued collaboration and commitment to delivering a customer experience deriving from the ZEISS brand, Retail Experience Design were asked help with the optician’s re-brand and store design.

Our approach

Naturally, the new store design needed to emulate the ZEISS brand; yet it was crucial the practice design achieved balance and avoided overwhelming the space with an excessive bias towards the clinical and technology element associated with ZEISS. This approach would help attract a wider and diverse range of customer to the practice; and not only those recognising the ZEISS brand.

With that in mind, the design was also inspired by the heritage and exquisite location of Stratford- upon-Avon; and so, materials and finishes were sourced to specifically complement the unique character and landscape of Stratford-up-Avon.

As part of the space flow review, retail and dispensing were separated, and a purpose-built dispensing zone designed. The dispensing design featured materials and finishes to underpin the clinical element of the ZEISS experience, whilst blue wash lights added an element of clinical theatre to the overall design. The interior design also provided the perfect backdrop to showcase the highly esteemed ZEISS technology and equipment.

The front of house was transformed into a retail area, creating merchandising and messaging opportunities as well as the elevation of the new brand – Vision + Eyecare!

Additional design features included full height glazed panels for the testing rooms, high gloss laminated concealed led lighting, as well as large glass feature lighting, all inspired by the ZEISS brand.

What we delivered

The store design and re-brand achieved balance and proportion by skilfully contrasting the clinical ZEISS optical experience with the newly branded Vision + Eyecare retail environment. The Juxtaposition ensured the space connected with patients expecting the ZEISS experience, whilst avoiding alienating those looking for the warmth and comfort of an independent optical retailer.


Vision + Eyecare


Vision + Eyecare

Cad Drawing

Vision + Eyecare


Vision + Eyecare

"Retail Experience Design are a brilliant blend of quality designers who offer fresh/new ideas whilst providing an engaging approach to the optical industry."

“For too long the retail side of our industry has been unimaginative and unchallenged in offering functional design. Working with Retail Experience Design and the team from start to finish was a pleasure and a joy.

In such a small industry Retail Experience Design brought a fresh approach to the retail side of our opticians. This was fundamental in designing a practice unique to our requirements. There are not many opticians located in a 347-year-old building containing a modernised workflow, with unique design features throughout. I would highly recommend the Retail Experience Design team. As opticians, if your main goal is to progress in the retail environment you need to have Retail Experience Design by your side. Their experience, attention to detail and versatility is second to none. If you are reading this and your practice needs more than a lick of paint, then get in contact with Dean and you will never look back.”

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