Acuvue at W Optics Great World City, Singapore is a unique flagship shop-in-shop that features a holistic contact lens care service for new consumers and patrons alike. The shop provides both eye check-ups and purchasing opportunities, and engages consumers to learn about and experience wearing the products. The brief the team received was to promote Acuvue's new product range, the Oasys with Transition lenses, and feature their cutting-edge technology. The product uses photochromic technology that seamlessly adapts to the intensity of light and makes the lenses darker when activated by UV and/or High-Energy Visible (HEV) light. 

To meet the objectives of the brief, we elevated the experience of a regular eye check by integrating it with an immersive experience of the Oasys with Transition lenses, making it fun and engaging. A couple of unique elements are integrated into the space, one of which is a digital interactive that features various landscapes. Customers are invited to explore these digital landscapes with motion sensors, and simultaneously learn about the benefits of the product. Another fun activity is a car racing game wherein one can experience the lenses while enjoying a driving simulation. After partaking in all the activities, the trusted care practitioner provides a cohesive consultation and recommends suitable lenses. 

One of the design inspirations was Acuvue's positioning as a brand that is connected to their core audience. This was interpreted as an organic form that links the various spaces together and emphasizes the brand’s advanced technology. The organic form flows seamlessly from the interactive screen towards the car racing simulation area, highlighting the futuristic car seat and car racing elements. It then curves down, forming a semiprivate consultation area. Acuvue’s brand identity is interweaved with the design foundation of the shop through the white and blue colour scheme and accentuated by the use of glowing futuristic circular patterns, inspired by Acuvue’s Oasys with Transition lenses. We see this inspiration in the racing simulation area and in the circular window of the semiprivate consultation area, creating a cohesive look within the space. The spatial placement of the areas and the angular lines demarcate two different settings, indoor and outdoor. 

A curved structure with sustainable LED lights also acts as a partition that creates a cosy space for discussion. Materials such as plywood and green-labelled laminate finishes are carefully selected to achieve the organically shaped foundation of the shop.