When Chicago’s Eyeconic brand began conceiving a prototype for its boutiques, the company first did some research into its clients. “We identified a consumer who is looking for simplified shopping, transparency, and convenience,” says Bill Vaughan, president of parent company VSP Retail.
They also identified just the right firm for the job: Perkins and Will, who developed a flexible concept inspired by a trade show exhibition system for the 1,420-square-foot space in Fulton Market. “The entire store is the brand,” says Cary Lancaster, project designer, Branded Environments group.
A magnetic peg wall includes acrylic shelves and wood boxes for displays, all adjustable without tools. A central pavilion contains custom-made metal shelves hanging from metal mesh, with circulation on all sides. The most eye-catching detail, however, is the custom eye sculpture near the entrance, in which people can pose for selfies. Clearly, the team knows their customers: the concept is so successful they’ve implemented it in a second location, in nearby Bucktown.