Article

VISUAL MERCHANDISING + STORE DESIGN

Seeing Success

SEE Eyewear operates more than three dozen stores across the country. A closer look at its new Madison Avenue flagship reveals the company’s successful brick-and-mortar formula.

Inviting displays aid in the fun, friendly feel of SEE locations.
Photo: Steven Durante

Optician Ginol Chin in the clean + colorful SEE space.
Photo: Kerri Ann Raimo

LOCATION, LOCATION, LOCATION

Pinpointing the most ideal setting was key for SEE Eyewear, which opened its 44th store on the corner of Madison Avenue and 83rd Street in New York’s Upper East Side in September.

“Madison Avenue has been on our radar for years, but we had to wait for the perfect location,” says SEE CEO Richard Golden, an optical industry pioneer and former CEO of D.O.C. Optics (sold to Luxottica in 2007).

“We don’t have traditional ‘fixtures,’” Golden says of the spaces. “SEE interiors are like galleries with stark white walls and pops of color from the eyewear. All are consistently painted bright white with dark wood floors, quirky black-and-white vintage art adorning the walls, and all eyewear openly and freely displayed to encourage people to have fun shopping SEE’s eclectic and unique styles.”

THROWBACK FAMILARITY

“Get Your Sexy On!” encourages POP materials for the Sexy Specs collection—a line made famous in the ’90s by Golden and resurrected and updated for today (pictured).

SEE Eyewear continuously emphasizes the #throwback culture throughout its displays—using eyewear-centric family photos. At the new location, patients en route to eye exams pass by a large canvas print of the Golden family.

“Everything we do, whether it is in store or online, has to have the ‘SEE’ stamp on it,” says Golden. “In the case of SEE Sexy Specs, we created a POP presentation that included vintage family photos with the history behind the name...We included SEE Sexy Specs cleaning cloths and mini Sexy Specs leather jacket keychains to complete the presentation.”

—KERRI ANN RAIMO