A family run optical business that has taken the bold leap to rebrand and position themselves as an established brand with a strong legacy. Based on the idea of framing and the processes, we sought to create more than a one service encounter in store. The space tells a story of production through the subtle use of acetate and grey felt, highly representative of the product. Spaces were carved out for the brand story to shine, and reinforce the idea of craftsmanship. Overall strong sharp lines hold the space in a focused clean tone. The use of modular shelves also help to accomodate the ever changing stock list. With the new designs, we helped transform the brand into a unique optical store that is much more memorable and a level away from mass brands.