Boutiques

Framed Ewe: a sensational make-over in Los Angeles and Phoenix

6th December 2024

The LA-based designer Adi Goodrich has reimagined “more than just an interior” for the US eyewear retailer

Celebrated designer Adi Goodrich introduces two refreshingly cool store designs for US independent eyewear retailer, Framed Ewe. Goodrich’s re-designs mark a significant evolution for the brand as it celebrates 10-years. Encompassing two stores with bespoke furniture, lighting, and fixtures, the designer’s work even extends to a refreshed wordmark and logo. This multifaceted approach blends Goodrich’s signature playful aesthetic with Art Deco inspiration to create a timeless and exciting retail experience.

Goodrich’s relationship with Framed Ewe began in 2023 with a simple request to address the lack of foot traffic in the retailer’s Los Angeles store. Owner Christy Kimball asked Goodrich to re-design the facade of their Los Feliz storefront and Goodrich embraced the opportunity. The end result was a new eyeglass-shaped window display, a porcelain-tiled facade in a striking olive hue, and a complete reimagining of the brand’s graphic design identity. Inspired by the shop’s Art Deco architecture and eyewear itself, Goodrich incorporated rounded forms, geometric patterns, and timeless materials into her design. Above: Framed Ewe facade, Los Angeles – photo by Ye Rin Mok

Framed Ewe, Los Angeles: Goodrich has incorporated rounded forms, geometric patterns, and timeless materials – photo by Ye Rin Mok

The success of the Los Feliz project continued when Framed Ewe asked Goodrich to do a full store overhaul for their Phoenix flagship. Both locations feature a striking black and cream checkerboard patterned storefront, a playful nod to the zig-zag Art Deco era. Inside the Phoenix flagship, Goodrich used warm cherry wood tones and playful terrazzo accents to create an inviting atmosphere that transcends fleeting trends.

Framed Ewe, Phoenix – photo by Erik Benjamins

“My goal was to infuse the space with a sense of history while keeping it slightly unexpected,” says Goodrich. “The interior design honors Framed Ewe’s history of selling quality designer eyewear.”

LOFT NYC - chelsea industrial chelsea factory march 13-15 New York

Goodrich’s signature use of contrasting colors and materials adds a touch of whimsy. A 16-foot acidic violet upholstered fitting station anchors the store and provides a vibrant counterpoint to the cherrywood. Concrete Collaborative’s Night Palm x Lolita terrazzo countertops add a contemporary twist, while a 25-foot wooden dimensional mural by Goodrich runs along the length of the shop.

Interior of Framed Ewe, Phoenix – photo by Erik Benjamins

The Framed Ewe Phoenix flagship illustrates Goodrich’s ability to design narratively driven spaces that are both beautiful and highly functional. Both stores embody the brand’s playfulness in an inviting space for customers to discover their next set of adventurous specs.

Find out more at www.framedewe.com / www.adigoodrich.com

Photography credits: interior photography of Framed Ewe, Phoenix: Erik Benjamins / Exterior photography, Los Angeles store by Ye Rin Mok

Boutiques

Optiker am Dom, Mainz

26th November 2024

Optiker am Dom is a newly refitted store in Mainz, Germany – with an impressive interior, designed to feel modern and welcoming

Located in Mainz in Germany, Optiker am Dom was first founded many decades ago; in March 2013 the current owners took it over. “The state capital of Rheinland Pfalz with just over 200,000 inhabitants is very lively,” explains master optician/owner Angela Dürlich. “Our location is in the shadow of the cathedral with lots of life, the weekly market, carnival, a love of wine in the region and many festivals right in front of our 13m-wide shop window. When we took over the shop originally in 2013, we completely redesigned it. We designed it with my father (a carpenter), we brought more light into the interior, and a long oak table was created for a feel-good atmosphere; we added light colours and wood to make it inviting for everyone.”

In 2013, the store started out with a team of three, the optician owners, Angela and David Dürlich and one employee. “David and I met at the master’s school in Cologne,” says Angela…”we gained experience after the exam and in 2012 we wanted to use that in our own shop. We took over the optician in Mainz with one employee, Ms. Karin Peyk, a state-certified optician and master optician. Over the years we have been able to grow steadily and our team has expanded to include many wonderful colleagues.” Above: Optiker am Dom interior: everything has been taken into account, from the design of the eye test area to the frame displays. The store features large open glass elements, natural oak, and furniture that has been thought through right down to the last detail; the appearance from the outside was designed to “arouse curiosity”

Stunning interior details at Optiker am Dom

In 2024, the store has been refitted and redesigned for the second time. “We worked with Möbel und Raum from the Odenwald. (https://moebelundraum.de/). “We very much wanted the cozy feeling of our store to be retained, and to make sure it was a welcoming place to come into; it’s also ideal to invite people to stay a while, so we created a proper area for serving coffee right in the entrance, and integrated a fridge full of wine – which makes it possible to drink a good, cozy glass of wine at the weekend. A sofa was designed in the shop window, each shop window was framed in warm oak.” Interesting materials and fabrics create a particular style in the store. “The contrasting surfaces include thick corduroy, warm stone and matt wood. All these things contribute to the pleasant living-room feeling that you experience as soon as you enter. The right decoration and the smell of delicious coffee do the rest!”

Optiker am Dom specialises in independent labels which currently include Andy Wolf, HUG, Coblens, Ahlem, Lazare Studio and many more. They choose to work with eyewear designers who take care about their materials and design language and are passionate about the subject of glasses. Quality is always a key factor: “We want to maintain quality at a time when more and more chain stores are setting up shop in cities. “In terms of the work we do, I suppose it’s not just about having a feel for the right glasses, but also about understanding the character of the person. We will find you a favourite pair of glasses through our passion, enthusiasm and honest approach. A precise high-quality eye examination and high-quality service also for the lenses are a matter of course for us”.

Asked about their goals going forward for 2025, Angela and David Dürlich continue to focus on quality and their professional service: “We are always aiming to maintain our high level of quality and customer care, and to continue to give our customers professional advice. Our goal is not to retain as many customers as possible, but to accompany and be there for our customers over a long period of time. If they recommend us because they are satisfied with the advice and the products, the comfort and the atmosphere we provide, then all the better!”

Optiker am Dom, Liebfrauenplatz 10, 55116 Mainz, Germany – www.optikeramdom.de

Boutiques

Cutler and Gross: new Mercer St. store in NYC

23rd May 2024

After more than a decade at 110 Mercer Street, Cutler and Gross has announced the opening of a new larger NYC store, located in the same popular neighbourhood. Built in the early 1920s, the pre-war 2,400 square-foot space is located at 71 Mercer Street, and presents a ‘new look’ for the brand, due to be rolled out across the other five locations.

The Soho space was designed by brothers Chris Leong and Dominic Leong of Leong Leong – an internationally renowned New York-based architecture studio. “We envisioned the store somewhere between an informal social club and a minimalist contemporary gallery,” shares Chris Leong, “Customers can either lounge on one of the couches or wander around the space and explore the styles that line the walls.”

Sophisticated furniture and contemporary frame display in the new store on Mercer Street

Described by the company as a social, contemporary store with hardwearing fabrics and luxury accents – the interior has been conceived to simultaneously celebrate the Cutler and Gross’ British roots in 1960s London and ushers in a modern mood. The space will be populated with iconic props by London designers from the 60s and 70s, as well as emerging pioneers, including Axel and Mélissa Chay, and Philippe Malouin. Works by renowned designer Matthew Hilton, Verner Panton, and ceramicist Nicola Tassi will also feature.

Featuring wrapped granite shelving and a curved oak tambour wall, the space offers a refined lobby – a welcoming social zone with soft seating – as well as a bar, where customers can browse the collections. The space culminates in what is described as the “Lounge”, complete with eye examination room and exclusive bespoke area.

The new-look collection presentation at Cutler and Gross – NYC store

Cutler and Gross began in 1969 as a bespoke spectacle maker, and the new SoHo store is also returning to this well-known aspect of its interesting heritage . 71 Mercer Street is to provide customers with the opportunity to create a truly unique frame: they will be able to choose from an array of acetates or specialist buffalo horn and personalize their frames with engraved messaging, pin detailing, and metal hardware.

To mark the opening of the store, Cutler and Gross partnered with Case Furniture, who worked closely with the Robin and Lucienne Day Foundation to rerelease the iconic Forum sofa. Exclusive to Cutler and Gross, the sofa has been reupholstered in a bespoke fabrication.

Cutler and Gross, 71 Mercer Street, New York, NY 10012 / www.cutlerandgross.com

All images courtesy of Cutler and Gross

Boutiques

Bril Gallery, South Africa

20th May 2024

Bril’s Founder Werner Fourie has refurbished the original flagship store, turning it into a fun and welcoming eyewear gallery space – Bril Gallery – which brings the local community together. We caught up with him to ask about this enterprising new store experience in the beautiful wine region of Cape Winelands…

When was Bril founded and where are you based? How many stores are there now?

We embarked on our journey six years ago, establishing our flagship store in the picturesque Cape Winelands region, specifically in the charming town of Paarl. Since then, we’ve expanded to proudly operate five distinctive stores across South Africa.

What was the idea behind the Bril Gallery and when did you re-open this flagship store – was it this year?

Our Bril Gallery is a testament to our belief that every space we create is unique, with its own character and story. Originally opened six years ago as our flagship store, it was recently transformed into the Bril Gallery. Inspired by its lofty ceilings reminiscent of an art gallery, we curated an ambiance that showcases eyewear as a form of art. We’ve also incorporated playful elements, such as adding eyewear to iconic art pieces with hidden messages, creating a delightful experience for our visitors.

What was the atmosphere you wanted to create in the Gallery space, and how have you made the space unique and fun?

At the Gallery, we aimed to cultivate a vibrant and welcoming atmosphere. Our upbeat house music sets the tone, complemented by a diverse selection of refreshments that evoke a cozy coffee shop or bar vibe. Adding touches of yellow throughout, a signature color representing happiness in our brand, further enhances the sense of warmth and joy.

In your posts on Instagram, you say it is a place of “joy and happiness”. Please explain. What was your aim with the interior colors and fittings?

Our brand essence revolves around spreading happiness. Through thoughtful design elements like cheerful wall tattoos featuring inspirational quotes, pops of yellow hues, and playful eyewear keyrings, we infuse every corner with a sense of joy. Our marketing strategy embraces quirkiness to bring smiles to our customers’ faces, ensuring they leave our stores with a positive and uplifted experience.

A unique experience awaits at the gallery which has lots of special design features including a bespoke oversize collectible lens cloth and lens cleaner spray

Tell us a bit about the area where you are located and the people who shop at this special new optical haven “with wine tasting!”

Situated in South Africa’s renowned wine district, our location attracts a dynamic community of individuals who appreciate adventure, style and quality. We often host engaging events like wine tastings and collaborative art sessions with local talents, fostering a sense of community among eyewear enthusiasts and showcasing our commitment to creating memorable experiences for our customers.

What kinds of eyewear brands are you selling there, and do you find your customers have a particular focus – more on timeless design and quality, or trendsetting colors and materials?

Our diverse eyewear collection primarily features our exclusive ranges categorized into the Bril House, Bril Premium, and Bril Unique collections, catering to various style preferences. The Bril House range offers trendy and affordable options that evolve with fashion trends. In contrast, the Bril Premium range emphasizes timeless designs crafted from premium materials like Italian acetate or titanium. Our Bril Unique range showcases one-of-a-kind pieces renowned for their exceptional quality and innovative designs. Additionally, we curate select international eyewear brands not commonly found in South Africa, providing our customers with a unique and captivating selection.

Left: transport at Bril for the “Home Fit Service”; right, a pet-friendly practice – Pepe the wire haired fox terrier in residence

We have noticed some pets in residence at Bril Gallery. Tell us more!

Indeed, we have two beloved pets, Bekker and Pepe, who occasionally grace us with their presence at the store. They add a playful and endearing touch to our space, delighting customers with their charm and friendly interactions.

Bril owns stores in Paarl, George, Stellenbosch, Pretoria and Val de Vie. The Val de Vie space is described as a “concept store” with a fully equipped examination room, to be able to offer eye tests to the residents of the estate, the workers and the home owners at Evergreen. The store there also offers frames by designers from around the world. Find out more about all the different spaces by visiting www.hellobril.co.za.

Boutiques

Cubitts opens bijoux store in NYC

6th May 2024

Eyestylist Exclusive: Their first store to open outside the UK, Cubitts has created a tiny haven in the heart of SoHo on Mercer Street – they say the store has been designed “with the ornate precision of a jewellery box”

The new Cubitts flagship in New York is located at 103 Mercer, next to a rare 18th century brick house that’s played host to dressmaker, brothel, printmaker, hatter, and jeweller in its two centuries. Built before SoHo had acquired its artistic character, or even its name, this part of Mercer Street is a snapshot of another time, the UK eyewear creators say.

In the interior, features include a central S-shaped spectacle display inspired by Streamline Moderne and American industrial design. Areas of “glamorous darkness”, crisp lines, and soft lighting take cues from Edward Hopper paintings, while an underlying structured geometry borrows from neighbour Donald Judd. Overall, the interior displays a modernist theme with an utilitarian design. Rotary mirrors swivel on steel tables, an inbuilt display unit exhibits bespoke acetates, and an inbuilt desk with a custom tool rack provides a space for spectacle repairs. Above: the Cubitts store front on Mercer Street, NYC

Utilitarian design in a modest space – with refined details and striking displays

Furnishing details include an ‘Opalino’ Vase designed by Tommaso Buzzi, 1930s Maison Desny silver vases, an LC8 stool by Charlotte Perriand, and a bespoke parchment table lamp by Tutto Bene. Tributes to the city continue into the bathroom, where walls papered with aluminium foil pay homage to Warhol’s Silver Factory. The overall aesthetic further develops the brand’s philosophy of designing each shop according to location and particular design references which link with the environment and history around the store. Find out more at www.cubitts.com