Customer experience and brand strategy are at the heart of an alluring new optometry store in Sydney designed by The Great Indoors.

‘Details Are Beautiful’ is the motto of 1001 Optometry, an optometrist and eyewear specialist with more than a dozen stores in Melbourne and Sydney. Its latest store, an inviting space in Sydney’s Chatswood Chase shopping centre, distils that vision. Designed by Manly-based practice The Great Indoors, the store not only offers the expertise to help its customers see everything more clearly, but also places a keen focus on the details of the space itself.

The store’s design guides the shopping journey. As customers enter, they’re greeted with frames housed in handsome glass cases on both sides. Further into the store are zones for eye tests and frame fittings; this approach aims to establish a ‘visually open’ experience of visiting the optometrist.

This ethos is cemented via the design of the optometry rooms, which are semi-private, offering a view of the testing experience and equipment. These rooms are framed by glazed walls, though curtains can be drawn for more private consultations.Eye-catching details begin before customers even enter the store.

The Great Indoors’ design embodies 1001 Optometry’s brand focus: foregrounding and celebrating the optometry experience and its positive impact on health and wellbeing. Customer experience, brand design and interior design were the three crucial elements of the space.