When eyewear brand, Kirk Originals, opened its flagship store on London’s Conduit Street, earlier this year, it presented a design that was unconventional for a spec store. Tracy Tran finds out the inspiration behind the futuristic, art exhibit-like design.
Breaking away from the conventional plastic frame holder stands traditionally seen in spec stores, Kirk Originals futuristic design scheme creates the impression of being watched. On the approach to the store, a series of larger than life lenticular printed eyes are suspended in the front window, simultaneously winking and catching the customers’ eyes as they enter. A sense of interaction continues inside, as a wall display of human-like “winkies” in various guises, runs the length of the store, providing a ready-made audience to enhance the browsing and trying-on experience. 
The 187 bespoke “winkies” – specifically calculated to display the entire range within each frame collection designed by Kirk Originals, along with a few additional guest frames – are constructed from white powder-coated steel, and can be tilted and re-positioned to create clusters of heads. They do not wink, but the feeling of eyes being on you could not be truer as they protrude from dark walls into the sights of customers.
It is a design that complements Kirk Originals specs, and which Campaign, a London-based team of designers are responsible. Explaining the reason behind the unconventional design, Aaron Richardson, Campaign’s director of brand communications and one of the leading designers on the project said, “Kirk Originals came to us with a brief stipulating that the London flagship store should look unlike any other optical store and provide a unique experience to match the eyewear for sale. It had to reference fashion retail interiors more than optical interiors.”
But with this brief also came a challenge – the client only had the budget of a pop-up shop, which meant Campaign had to be smart with very little and find a contractor who was willing to do the work under the clients’ modest budget. “We put the construction of the job up for tender with Crane Interiors winning the appointment. They were able to work alongside us to refine the project to meet the client’s modest budget, which not all contractors are happy to do,” says Aaron.
For the design, Campaign took inspiration from Kirk Originals glasses, which ignores convention, “We questioned what an eyewear store is” says Richardson. “We wanted to create a stark contrast to the conventional clinical white box of traditional opticians, and create a retail environment reminiscent of an art installation. By designing bespoke stands to display the frames in clusters of heads focused towards the viewer, the “winkies” imbue an anthropomorphic quality, suggestive of an audience. Combined with the mirrored wall on entrance, you feel immersed in a crowd.
“[The winkies] have presence, depth and interaction (with each other and us), giving them a human-like quality. The sense of audience and interaction runs through the store experience from outside to in.”
In order to keep the spotlight firmly on the “winkies”, the interior consists of a restricted palette of monochromatic colours and modest materials including blue-grey painted walls and a dark grey slate floor with a chevron design.
The store’s design was intended to be conducive to browsing and trying on the frames on display. The right hand side of the store has been designed as a looser “trying on” area, where customers can have further detailed consultations with staff, and full eye examinations and fittings are available in the basement of the store.
“We applied retail rules to the layout and design of the store. A strong shop front design with a clear view into the store and towards the rear wall was key. The strong visual draw at the rear of the space, unbroken flowing wall display, and painted floor pattern all encourage customers to explore the length of the space.
The Kirk Originals identity is interwoven throughout the space: a succinct account of the brand’s origins has been rendered in graphic text over two walls at the entrance; meanwhile a black and white projection on the back wall playfully reworks the Kirk Originals logo through a continual kaleidoscopic loop.
Speaking of the design, Kirk managing director, Jason Kirk who alongside joint owner and designer, Karen Kirk worked closely with Campaign, said, “We approached Campaign because of their excellent track record and because of Philip Handford’s immediate understanding of the brief and enthusiasm for the project. They were superb to work with and as passionate as us.
“We needed to create a unique, fashionable experience that brings the glasses to life while at the same time not neglecting the medical responsibility that we hold. Karen and I are satisfied that, with the help of Campaign, we have achieved that.”
Despite the small budget restricting the designers from going wild – they stripped back the ceiling and walls and incorporated the existing floor – it is clear this was a limitation that worked and helped deliver a concept, which transformed the 65sqm of interior space into a memorable destination for eyewear enthusiasts.
Kirk Originals, London
Contractor: Crane Interiors
Designer: Campaign