LG2 Architecture Envisions New Look’s New Look For Its In-Store Experience

When New Look, a leader in optometry in Canada for decades, wanted to transform the eyewear shopping experience they turned to LG2 Architecture to design its new generation of stores. And now, New Look wants customers throughout its network to enjoy the same experience that customers enjoy at its state-of-the-art store in Montreal’s Quartier des Spectacles.

A more intuitive customer journey

To offer a new in-store experience that reflects New Look’s expertise, the store was completely redesigned, both from a customer and employee perspective. LG2’s customer experience (CX) team redid the customer journey, from the eye exam with an optometrist to delivery and professional fitting. The path throughout the new store is intuitive and marked with signage sporting New Look’s new brand identity.

Focus on optometry

New Look is sharing its expertise in optometry by making its laboratory more visible and by simplifying the purchase of prescription lenses with technology. The new concept showcases optometry without losing sight of style.

An elegant lounge where opticians can deliver and fit eyewear is the focus of the new store. Oak walls envelop this cozy area, where eyewear labelled with the customer’s name is displayed like works of art along a shelf. This distinctive architectural element makes the laboratory more open and allows orders to be more efficiently managed. Now, customers can pick up their new eyewear from the laboratory, get a personalized fit in one of the fitting rooms or drop off their eyewear for repair…all in the blink of an eye.

Technology simplifies the purchase process

A big touch screen displaying information on how each lens is manufactured is front and centre in the eyewear gallery at the lounge entrance. Powered by interactive content developed by LG2, it helps consumers to fully understand their options and simplify their purchase decision. And with the unique Topology technology, a biometric 3D scan of the face, customers can virtually try on eyewear from the entire New Look inventory or create their own pair by customizing shape, size, material and colour combinations.

A culture of design

Custom-made displays arranged around the periphery showcase the frames in a clean, modular arrangement that allows customers to see all the available models at a glance. And to illuminate the entire experience, a huge branded light is suspended over the consultation tables.

Jean-Michel Maltais, MBA, senior vice-president, Omnicanal, New Look Vision Group, comments: “The goal was to create an experience that would redefine eyewear shopping by combining expertise, quality and fashion. To do this, we developed a journey that integrates the latest technologies to offer customers a simplified, personalized and optically innovative experience. Every step is meaningful and unique to each consumer and the final fitting is the highlight of the experience.”

Hélène Fortin, Partner, Architect, LG2, said: “This innovative project was brought to life by tapping into the entire range of LG2’s branding expertise supported by a deep dive into New Look’s consumer behaviour research. The result is a space that perfectly encapsulates New Look’s culture of smart and stylish design.”