Firm： Studio Stockholm

Type： Commercial › Retail Showroom

STATUS： Built

YEAR： 2019

SIZE： 5000 sqft - 10,000 sqft

BUDGET： Undisclosed

About the project and its concept

Synsam´s Flagship Store at Norrmalmstorg in Stockholm was launched in march 2019 as Europe’s largest eyewear store with 7000 frames on display. Back in 2016 the decision was taken to open a flagship store that would reflect the entire company with its long experience and leading position. At a time when physical stores are on the demise, the aim is to change that trend and show the value of having a physical environment with access to high-class service, eye examinations and Europe’s largest selection of frames.

The concept

Studio Stockholm was commissioned to transform the 700 square-metre premises into a modern store on two floors where the customer experience could be taken to a new level with the help of innovative ideas and solutions. The notion of optics has materialised, and this infuses the concept, represented by structural glass in different patterns and colours and genuine, natural materials like wood and terrazzo that, together with the optics, contribute to the architectural and spatial experience.

Way of working

Studio Stockholm acted as architect and advisor and has conducted the project throughout the entire creative process, which also included communication and alignment with all parts of the Synsam organization.

The store had to prove its worth by going against the trend and demonstrating the advantages of the physical room and the personal meeting. The Flag Ship store also needed to accommodate examination rooms as well as modern touches and display the products in an attractive way. At the same time it had to be a pleasant and optimised workplace for the employees. The solution was to find a balance between creating something new and lasting for Synsam’s customers, while ensuring the preservation of a solid brand. The process has been filled with challenges that we have turned in to opportunities.