KIRK ORIGINALS' London flagship store design was curated by CAMPAIGN with the intent to contrasting the conventional clinical white box of traditional opticians. So colours are dark, glasses are exhibited in a (controlled) chaotic way, the general vibe is intriguing.
Taking inspiration from the brand’s latest Kinetic collections, the store design features displays of winking eyes in various guises. A series of larger than life lenticular printed eyes are suspended in the front window, simultaneously winking and catching customers’ eyes as they approach and enter the store.
Customers, rather than be abandoned to a tidy and neutral exhibition of products, are invited to interact and discover the space, through a wall of sculptural display heads which runs the length of the store. These 'winkies' can be tilted and re-positioned to create clusters of onlooking craning heads and renovate customers' experience each time.
The attention payed to customer experience goes on with a video displying text and images about the brand.