Flagship opens doors with celebrity fanfare

A star-studded breakfast launch heralded the opening of Vision Express' flagship London store with a celebrity chef and Paralympic medal winners on hand to help the multiple celebrate.

The three-storey Oxford Street east store will sit just a few doors along the iconic shopping strip from VE's Oxford St west outlet and act as a showcase for VE and a testing ground for new ideas. The store has six consulting rooms, including a purpose-built contact lens teach-in area and OCT suite. It also makes wide use of technology to interact with customers.

The store has five large digital displays that act as interactive billboards both in-store and for shoppers walking along the street. Interactive touch screens are also set into a huge contact lens journey mural along the wall of the ground floor.