Ace & Tate regularly teams up with local creative talent when designing their stores. For the creation of their second London store, located on Brewer St., the eyewear brand teamed up with creative agency Anyways for the concept, as well as Turner-prize winning architecture collective, Assemble.
The concept of the store, created along with Anyways, is a nod towards the history of its location, Soho (and its many different sides and contrasts), when it was infamously known for its sex shops and nightclubs — a place for voyeurism.

Made of marbled clay tiles, the floor of the two-storey retail space references the tiled pavements of Carnaby street in 1970s. Ace & Tate collaborated with Liverpool’s Assemble’s Granby Workshop to create bespoke tiles in three primary colours: blue, red and yellow, by using a hydraulic ram press to deliver singular-looking pieces, each one with a unique colour blend. These different-coloured tiles were used to divide the space into three distinct areas.

The idea of voyeurism is also reflected in the store’s neon artwork: a big bright set of eyes shut when the store closes, and when customers stare long enough, they might just catch a wink.