GENERAL OPTICA

DESIGN CONCEPT

The General Optica store in Barcelona is conceived as an open, luminous environment that celebrates vision and precision. The design merges retail and consulting functions within a continuous space, where the brand’s chromatic identity becomes the main spatial driver. The circular geometry, present in the logo, ceiling, furniture and lighting, structures the customer journey and underlines the idea of a 360º visual experience.

The store front operates as a transparent showcase, maximizing permeability between mall circulation and interior activity. Full-height glazing, minimal mullions and a clean white fascia amplify visibility and invite natural light deep into the shop. The interior is arranged as a sequence of clearly legible zones—reception, retail display, fitting and consulting—allowing intuitive navigation without visual barriers.

LAYOUT AND CUSTOMER FLOW

The plan is organized around a central reception island aligned with the storefront axis, acting as a visual anchor. On either side, longitudinal walls host linear display systems for frames and sunglasses, ensuring maximum exposition length and straightforward comparison of products. Central circular tables accommodate advisory and consulting activities, keeping staff and clients in the heart of the commercial space.

Circulation is radial and fluid, with generous clearances between displays and furniture to facilitate accessibility and enhance comfort. Self-service browsing along the perimeter is naturally complemented by assisted service at the central islands. The rear area integrates technical zones and refraction rooms, visually connected but acoustically protected, ensuring privacy for eye examinations while maintaining a cohesive spatial narrative.

MATERIALS AND COLOR STRATEGY

The material palette balances warmth and clinical precision. Timber-effect flooring extends across the entire interior, providing continuity and a domestic, comfortable character that contrasts with the technical nature of optical equipment. Walls and ceiling are finished in smooth white surfaces, functioning as a neutral backdrop that reinforces brightness and product visibility.

The brand’s corporate colors are introduced through strategic accents. Red appears in pendant luminaires, reception desk detailing and iconic Eames-style chairs, injecting energy and directing attention to key interaction points. The multicolored logo is enlarged to mural scale behind the counter, acting as a luminous focal element that organizes the visual composition of the store.

LIGHTING AND VISUAL COMFORT

Lighting design is calibrated to achieve both clinical accuracy and commercial appeal. A continuous layer of diffuse ambient light ensures uniform illumination over the sales floor, while recessed spotlights above the display walls deliver precise, glare-controlled accent lighting on the frames. Color rendering is prioritized to guarantee faithful perception of lens tints and frame materials.

Large circular pendant fixtures, finished in red, provide a warmer, more intimate light above the central consultation area, visually lowering the scale and emphasizing the customer-focused zone. Reflections on the polished mall flooring contribute to the perception of brightness from the exterior, turning the store into a luminous beacon within the gallery.

FURNITURE, BRANDING AND USER EXPERIENCE

Custom furniture is designed with soft-edged geometries and integrated technology. White lacquered desks incorporate screens and storage, maintaining uncluttered work surfaces for optical diagnostics and sales procedures. Circular tables encourage face-to-face interaction, reinforcing the advisory nature of the brand’s service model.

Brand communication is embedded architecturally rather than applied superficially. Large-scale photographic graphics, three-dimensional signage and embossed slogans on the walls are positioned to be legible from different distances, guiding the customer through the offer. Seating elements and display heights are optimized for ergonomic comfort, considering diverse user profiles and accessibility requirements.

SUSTAINABILITY AND LONG-TERM FLEXIBILITY

Sustainability criteria inform both material selection and store operation. Durable, easy-to-maintain finishes reduce replacement cycles, while high-efficiency LED lighting systems minimize energy consumption and heat gain. The open-plan layout maximizes the reach of natural light from the façade, allowing for lower artificial lighting levels during daytime.

Display systems are modular and reconfigurable, enabling product rotation and future updates without extensive building work, thereby reducing waste over the store’s lifecycle. Furniture has been designed to be demountable and recyclable at end of life, and the reliance on digital signage in place of printed graphics supports a reduction in consumable materials across the brand’s retail network.