Luxottica’s OPSM Eye Hub


Luxottica’s new OPSM Eye Hub in Melbourne is setting the standard for an innovative retail concept. Designed by famed architects E2, the store occupies 15,000 square feet and is shaped like an eyeball.

At the OPSM Eye Hub, shopping is a customer centered experience. Chris Beer, CEO, Luxottica Asia Pacific, greater China and South Africa,  calls the store the “first of its kind”  that “relies on the customers dictating their own shopping experience”.

The Hub features personalized services like a concierge to greet customers and a daycare for parents. While inside the hub, athletes can test glasses for wind resistance in a wind tunnel outfitted with a treadmill and exercise bikes. In addition, the Hub also features a simulator room for testing glasses against glare from snow and sun, complete with recreations of blizzard conditions or sunsets. Those curious about how they look in the latest styles can “virtually” try on the latest glasses in different shapes and sizes via 41 touch screens that function as mirrors and cameras. Soon, the touch screens will allow for social media sharing- shoppers can upload the pictures of themselves in the newest styles on facebook and twitter.

With customers driving the shopping experience, Luxottica has opened a retail concept store that looks to the future.

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