Luxottica Unveils New Concept Store

Following Australian test phase, concept to be rolled-out globally in markets including China and the U.S.
Posted July 20, 2010

Luxottica Group S.p.A. (Milan), a designer, manufacturer and distributor of fashion, luxury and sports eyewear, has unveiled a global retail concept store in Melbourne, Australia. The first OPSM eye hub store, designed by firm E2, focuses on the customer experience with a concierge desk at the entrance; simulator room for testing glasses and sunglasses for glare and wind resistance; product vault for displaying exclusive designer glasses; touch-screen interactive mirrors that allow people to play back their new look; and a secure play place for kids.

Luxottica says it conducted extensive customer research and spent two years planning and designing the retail experience. The floor plan of the 16,000 square-foot store in the shape of an eye.

Ceo Andrea Guerra says the company's long-term goal is for the concept to be adapted globally with plans for additional stores in Australia over the next two to three years, before expansion to China, the U.K. and U.S. "We are confident that our first OPSM eye hub will be a huge success and lead to future openings in worldwide markets," says Guerra. "With the features the new store concept has to offer consumers, quite simply it sets new standards for international retailing. Naturally, we also believe this will be the next step in eyewear retailing in particular and look forward to bringing this concept to consumers around the world."

Luxottica Group operates more than 6300 optical and sun retail stores in North America, Asia-Pacific, China, South Africa and Europe.