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.

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.

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.