Having reached their 5 year mark in 2018, Dutch eyewear brand Ace & Tate called upon studio s-p-a-c-e projects to reinvent and upgrade their very first store. Together, they transformed the store into a flexible retail space meant for constant evolution, where future ideas, technologies and services come together, with the aim of elevating customers’ brand experience.

Translucent, acetate-inspired walls — the material which most of the brand’s products are made from — were used in place of the store’s original brick walls, and can be easily moved to alter the store’s layout and shape, allowing for different settings, scenarios and moods, depending on the intended event and purpose.

A seamless customer journey is crucial to Ace & Tate. With that in mind, they have included new techy, user-friendly features such as a 24/7 return vendor-like machine that sits outside the store, allowing for customers to easily return their frames whenever they like, as well as interactive, playful ‘Lift and Learn’ screens, which showcase fresh content and service info when customers lift a discreet, plexiglass disk.

As Ace & Tate is known for its creative collaborations, the store features artwork by Dutch artist Pieter Ceizer, who was inspired by popular Dutch slang. Ceizer also created an installation, as well as a neon in his signature shape: a large smiley face.