Harris Blake and Parsons Optometrists
- Two Design Pty Ltd
- Select Shopfitting
- Harris Blake & Parsons Optometrists
- Pro Vision
- James Taylor Photography Now
The new uniquely shaped site for Harris Blake and Parsons Optometrists needed careful consideration in order to functionally fit all operational requirements. To appeal to a new demographic whilst not excluding existing customers, the look and feel aimed to create a streamlined, yet warm and inviting atmosphere. The interior finishes palette was inspired by a recent logo re-development, creating impact with their bold brand colour to draw customers inside. As one of the oldest independent retailers in Eastland Shopping Centre, operating since 1957, it was also essential for the design to maintain a sense of their history and heritage.
In the layout design phase we focused on creating strong presentation to the mall with an inside – outside retail experience; far more than simply a window display. The shop front to the busiest part of the mall offers inviting views into the retail area through full height glass. Maximizing customer sight lines, the angled branded zone has visual impact and flows into the entry, utilizing a change in floor finishes to guide the customer. By presenting an open and inviting retail experience which appeals to a wider demographic, there is better potential to compete with large chain optometrists.
There was a strong focus in the design on digital integration and flexibility of customer service points away from the general reception area. We created two digital technology zones with larger integrated LCD screens. The fitting desks are both equipped with laptop or tablet network plug in points which also double as service areas for staff to go through client’s orders and processing with them. Further advances in mobile Eftpos and Hicaps will mean these can also become reception points and assist if the reception area is too busy, allowing for best possible customer service and alleviating waiting time.
The pre-testing and contact lens trial area was designed to be available to both the practicing opticians with custom printed light blocking curtains that allow for up to two items to be used simultaneously. This ultimately allows for faster access and easier access to the pre-testing equipment which traditionally had been within the consulting rooms creating major delays and complex timetabling. The contact lens trail area also allows the retail staff to take customers through contact lens fitting trials giving the practice ultimate operational flexibility.
When developing the frame displays we aimed to create an entirely flexible system to give staff merchandising freedom. This was achieved using a simple top and bottom recess where the top recess is deeper, so moveable panels can be simply lifted in and out. A variety of moveable components, including mirrors, frames, illuminated poster displays and framed feature panels, allow any display area to be utilized to highlight feature frames, specials or styles, or be packed full of stock depending on the varying needs of the store. Hidden power outlets at intervals allow for maximum flexibility for the illuminated displays.
Further to the design of the frame display, careful consideration was given to achieve maximum storage without sacrificing design details. This was achieved by building out the wall both above and below the frame display allowing for three large storage drawers and making the recessed frame displays feel incorporated. In addition, the top drawers act as an extended bench area with a top insert felt panel which staff can use to enhance the retail experience, creating a place for shortlisted frames for better comparison and viewing to assist customers with choosing frames.