Independent optician Geoff Steven & Son has a new image to appeal to a wider customer base following a major practice redesign and fit out in the market town of Hexham, Northumberland.
The new interior was designed by Colin Williams Design of Stocksfield, Northumberland to appeal to fashion-conscious professionals, while not alienating traditional customers. The design features a long, sweeping curve, dramatically lit, with bespoke display systems and subtle colouring and materials.
Geoff Steven said that the design company had helped the practice to realise that to attract a wider client base they had to start from a blank sheet of paper, rather than tinkering with what was already in place.
'As a small practice we are seeing increasing competition from supermarket chains and the big multiple opticians. Our future has to be in attracting professional people who regard their spectacles as a fashion statement and who are prepared to travel to buy designer brands, but in no way compromising the quality of the clinical and professional aspects of our work.'
He added that the new design had exceeded expectations and set a new standard for Hexham's retail sector and for opticians in the North East of England. 'Coupled with our major investment in new technology, I am confident the new design will help us achieve our goal.'
The total investment, including the new technology, redesign and shop-fit was around 140,000.
Designer Karen Pickering of Colin Williams Design, which employs a 12-strong team of designers and technicians, said: 'The idea was to make a contemporary statement that would speak to the type of customer Geoff Steven & Son want to attract.' She added that many small retailers had to reposition to attract different types of customers and that good design should demonstrate that you can meet their aspirations.
The fit out of the premises was by NJL Yorkline.
