Graphics, bespectacled portraits reflect brand’s witty sense of humor
EYEBOBS MOA | Mall of America, Bloomington, MN, US
completed May 2018 | size 1,000 sf
Contributing Shop! member: Chandler design, engineering, fixtures/millwork, graphics, lighting design, visual elements
Quirky elements of humor and unique merchandising tactics ensure this optical brand’s first brick-and-mortar location stands out from the crowd. The fun, welcoming environment features an open floor plan, vibrant splashes of yellow, bespectacled takes on classic paintings, and standout lighting elements to make products pop.
As the previously online-only retailer’s first physical location, special care is paid to ensuring the space perfectly aligns with the brand’s digital presence, from the printed messaging to the color palette. The not-so-serious design highlights Eyebobs’ bold sense of humor and conveys the brand’s friendly persona to Eyebobs clients. Graphics, signage, and creative copy play up the brand values, story, and customer-focused tagline: “Eyewear for the irreverent and slightly jaded.”
Smart merchandising beautifully displays funky, evolving lines while conveying to shoppers that the brand offers much more than reading glasses. Product is placed along the perimeter of the store, facilitating open, clean sightlines and allowing the eyewear to play a starring role. Separating the product from the central customer service hub allows for a natural product distinction and draws guests to the product.
Flexible edge-lit acrylic shelving adds head-turning illumination and allows guests to freely interact with the product. This effect is created by installing full LED panels behind white veneers, engineered so that the only light transmitted is via slots where the acrylic shelves are tension-fitted to the fixture. This strategy makes for an attention-grabbing, modern look.
The modular, flexible fixtures are further made adjustable via an array of areas for the shelves to tension fit. This allows associates to easily rearrange products and create new merchandising strategies.
Throughout the space, neutral, wooden finishes blend with bright pops of yellow and funky accessories for a sunny feel. Semi-permanent yellow paint splatters impart the brand’s signature quirky goofiness. Reproductions of well-known portraits hang high on the walls, given the brand’s silly stamp of fun by adding funky glasses to each historical figure.