A new standard for optical retail

When Boots Opticians set out to create a flagship store on Wigmore Street, the ambition was clear - this couldn’t feel like the rest of the estate.

This was about creating a bespoke, boutique environment designed for a more premium customer. A space that moves beyond transaction, and towards a more personal, considered and service-led experience.

Something different.
Something elevated.
Something that sets the tone for what comes next.

The Brief

To design and deliver a new concept for Boots Opticians - one that appeals to a higher-value customer and supports a more premium eyewear offer.

The space needed to:

• Feel more boutique than traditional optical
• Support a concierge-style, aided customer journey
• Create a more private and comfortable experience
• Showcase a curated range of premium brands
• Set a benchmark for future locations

Our Approach

Working closely with Boots Opticians, we developed a deep understanding of how the space needed to function - not just visually, but behaviourally.

This wasn’t about fitting more product into the space. It was about rethinking how customers move, interact and feel.

The design focused on creating a calmer, more intuitive environment - one that naturally supports a guided journey, where customers are welcomed and supported throughout.

Materiality played a key role, helping to elevate perception while remaining practical for retail use. Every decision was made with balance in mind - aesthetic, function and durability working together.

Design & Delivery

This was a fully integrated we.are.sdi project.

• Creative and technical design developed in collaboration with Boots
• Customer journey-led layouts, designed to feel more personal and less transactional
• In-house manufacturing, ensuring control, quality and precision across every detail
• Delivery and on-site product management, maintaining consistency through to final execution

Taking manufacturing in-house - something not typically done for opticians - allowed us to deliver a higher level of finish and attention to detail across the space.

The Results

A completely new direction for Boots Opticians.

The Wigmore Street store introduces a more premium, boutique-led experience - one that feels calmer, more personal and built around the customer, not just the product.

It’s a space that supports higher-value purchases through environment and service, while setting a new benchmark for what optical retail can look and feel like.

And most importantly - it’s a store that doesn’t just look different.

It behaves differently too.