The Glass Story

The design process of the Glass Story started with a clear ambition: to create a new brand and retail experience in the optical branche.

Working at SVT, the task was to develop a complete retail concept - from positioning and business model to the physical store and brand expression. Several strategic directions were explored before arriving at a concept that sees eyewear not simply as a functional product, but as an extension of personal style and identity.

The store experience was built around that idea. Frames could be mixed and customised, allowing customers to create a pair that truly reflects who they are. Contact lenses, usually hidden behind the counter, were brought into the centre of the store through a visible “lens bar”, making them part of the retail experience.

Subscriptions were introduced as well, allowing customers to regularly switch frames or receive eye checks, a model that was still relatively new in optical retail at the time.

From the first concept sketches to the smallest design details, the entire concept, brand, store design, communication and packaging, was developed by SVT.