Whiter than white

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Same name, new look

The company has also invested in a newly designed logo with a change of typeface, where the 'Opticians' has been shrunk to fit under the right-hand side of the David Clulow name.  'It looks so much better. It is all about paying for people who know what they are doing,' says Peck.

Simple-fronted base units in the traditional Clulow green extend along one side of the practice, with the modern touch of brushed aluminium kickboards. The glass shelving above is combined with effective lighting to make a feature of the frames that are free to be touched.

The other main wall has a sunglass feature area, along with a brightly-lit Chanel unit with black glass panels and glass shelving. This has fashion photo displays that can also be updated to freshen up the practice. Part of the ceiling is Barrisol, a white fabric stretched over a frame, incorporating lighting and the sprinkling system, and at the rear of the practice is a dark wooden wall with inset shelving that stands out from the paler colours.

The clean lines and uncluttered space are complemented by Philippe Starck chairs in clear perspex on aluminium bases.

With such modern, white flooring and glass shelves, keeping the practice spotless is vital. 'You can't have dirt in a nice looking shop, but in a mall like this you won't have as much dust as a practice on a road,' adds Peck. He explains that the previous practice was worn out and congested with units. Other changes are a move from two test rooms to three, along with a visible optical lab at the practice front.

'The refit was a major investment as there's nothing left of the previous store. It's new, it's fresh, it's clean. All the product is the latest and people always respond well to a nice environment in the high street,' says Peck, who points out that there has been an upturn in business.

'If you look like you have spent time and money and thought about the design, people will react positively and know that you will be there in a couple of years' time. It's a subconscious thing.'

The entire frame and sunglass stock  has been updated with new lines like Face ˆ Face and Dunhill, as well as new models from favourites like Starck, Oliver Peoples, Paul Smith and Lindberg.

Peck adds that in an area like Canary Wharf - a financial centre - employees are very aware of the latest innovations. Therefore, when they go shopping they are looking for the same in eyewear.

As to whether or not the new look will be rolled out across the group, Peck says that by the time that could happen the design would have moved on. 'We will review it as we go along.

We are now in a better position to do these things. The business is performing well, so we are investing in improvements to make the stores better. You have to in this day and age.'