Ace & tate may have its origins in the digital realm, it isn’t exactly new to the retail arena. Following pop-up venues in a number of cities across Europe, it has now opened a permanent brick and mortar presence in Amsterdam’s Canal district. To enable a three-dimensional translation of its distinct brand values, design vision and set of services, the Dutch eyewear brand collaborated with local creative practice Occult Studio.

The result is a sleek, functional space that’s welcoming at the same time. An elongated table cum sales desk literally takes center stage, and is flanked by wall-mounted wooden pegboards that display ace & tate’s coveted eyewear designs on detachable shelves. Concealed by sliding doors is an optical measuring unit at the back of the store. And although daylight easily reaches the far back of the store, two rows of ceiling lamps provide an alternative light source.

http://superfuture.com/supernews/amsterdam-ace-tate-store-opening