SYDNEY — Luxottica has launched what it’s claiming is a world first in optical retail: the OPSM eyehub, a 16,146-square-foot boutique in Hawthorn, Victoria.
Located just outside Melbourne’s central business district, the split-level store was designed by E2 Architects + Interiors in the shape of a retina. It opened Wednesday.
The boutique showcases 2000 pairs of glasses and boasts a front door concierge, eight optometrists, touch screen interactive mirrors and sport simulation areas via which consumers can test glasses in various outdoor conditions.
The boutique is the latest innovation for OPSM, which operates more than 300 stores throughout Australia and New Zealand. Italy-based Luxottica bought OPSM in 2003.
Prices at the store range from 69 Australian dollars, or $60.86, up to 18,000 Australian dollars, or $15,880, the latter among a number of store exclusives from luxury brands including Bulgari and Cartier.
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The company believes the OPSM eyehub is not only the largest optical boutique in the southern hemisphere, but in fact the world.
According to Luxottica’s global chief executive Andrea Guerra, more Australian stores are planned for the next two-three years and the concept could be rolled out to key markets such as China, the UK and the United States.
“I believe we have created a concept that cannot be beaten,” said Guerra.
“We are confident that our first eyehub will be a huge success and lead to future openings in world markets. With the features eyehub has to offer consumers, we believe this will be the next step in retailing and look forward to bringing this concept to consumers around the world”.