White and black interior with red orange chairs and ladder, big displays of models wearing glasses on walls

LensWay is a leading online retailer within glasses and contact lenses in the Nordic region. They have in addition to its online presence tested physical retail stores in Sweden and Finland. Blink developed a new retail concept that adds physical advantages.








    Store concept, Branding, Visual communication, Customer Journeys

White tables and shelves for glasses assortment, red chairs and lamps to try glasses on
Three glasses displayed  in a glass box with a head phone and a watch to inspire customers with a style

Opportunity and concept

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LensWay wanted to add physical stores to the successful online business and redefine its service offer to customers. This was done through optician services in-store and opportunities to test and try products, as well as in-store pick-up of online orders.

The core concept big idea was coined “the fashion warehouse” with style and solutions inspiration, and tell-it-like-it-is information with a personal and friendly tone of voice. Digital functionality was integrated both for product information and “extended shelf”, but also for fun ways of inspiring customers to try new styles.

Result and impact

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From being an online optician to becoming the friendly eye ware store, both for prescribed products and for ad hoc browsing & shopping. The brand wanted to move away from the optician look and feel of a pharmacy or dentist towards a fashion ambience for inspiration, ideas and offers with friendly, easy going and style-oriented service.

4 digital screens in a row showing different styles on 4 parts of a model's body
Wooden hand model holding a turquoise glasses
Display of a model on a shelf wall inspiring customers with new styles
Models with different glasses and clothes changing in random
Lensway communication tone of voice examples of 'tips' 'new' and 'my favorite'

Want to know more about this project?
Contact Richard Kylberg, founder of Blink

Want to know more about this project?
Contact Richard Kylberg, founder of Blink

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+46 73 545 50 18



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