Zerezes Optical Store
Rethink, surprise and subvert the aesthetic and functional logic of traditional optical stores. Overall, the challenge was to transform traditional sunglasses and eyeglasses sales to new perspectives of product exposure and customer-production approach. As crucial as the conceptual design issues, the cost of the work was the guiding line for most architectural decisions. The estimated starting price for each square meter of work should correspond to 60% less than the average market cost in the period.
The perception of the product as well as the layout of the store should refer to art galleries: neutral base for product exposure and storytelling of the production. Like "pixels" on the wall, the types and names of the glasses would replace the traditional shelves and / or display cabinets. Texts applied to the walls would answer curiosities about the brand and the products.
Due to the reduced budget, we decided to apply most of the resources in two fronts – entrance hall and "Gallery". We use gypsum plaster, cement for floor and stairs, and led lighting. For the hall, the idea was to create a warm and inviting atmosphere. An area of low light, with plants, and pictures on the wall, and Peroba wood on the floor should convey an idea of "home". Besides the main floor and the entrance hall, we also design the underground space, which received a pinewoods structure as base to photographic exhibitions.
The "great idea" of the project was called FLOATING GALLERY. A kind of exhibition tunnel, loose on all sides, with predominant lighting in relation to the other spaces of the store, should stand out and stimulate the curiosity of whoever passed by the street. The perspective of the box and the illumination design conduct the gaze and the direction of flow. During the experience inside the store, it is possible to know a little of the history of how the glasses are produced and try the products in different mirrors. Immediately behind the counter, we set the stock. To solve the doubts about quantity of models stocked while in the clients area, we use a translucent panel. Thus, it is possible to have this control without having to move there. An acrylic weave separates the stockpiled collections into cardboard boxes. In the lower floor, a free plant allows multiple uses, from photographic exhibitions, classes and events.
In order for each project to have uniqueness, timelessness, fidelity to branding and customer expectations, we are committed to creative collaborative processes. The designers and owners of the brand participated in a significant way in this project: they were responsible for the co-creation of the furniture. From architecture to furniture, concern for non-waste was present. The original structure of the store has been preserved and exploited in totality to contribute aesthetically to the final ambience.
