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Article: Optical stores eye up brand revamps. (News).(Dollond & Aitchison, David Clulow revamp interiors, brands)(Brief Article)
- Article from:
- Design Week
- Article date:
- November 7, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE optical retail market is gearing up for renewed competition, with both Dollond & Aitchison and David Clulow revamping interiors concepts and focusing more strongly on sub-branded offers.
D&A has opened a Basingstoke flagship outlet, the first in a series of planned new stores, with refreshed interiors based around an updated identity, both designed by Fitch London.
According to Fitch London account director Lucy Unger, the consultancy was briefed to deliver a more positive and coherent customer journey. In particular, the optician is keen to improve communication of its 'styleyes' service.
Fitch London has evolved D&A's logo by dropping the ...