Kirk Originals, London

Customers have spent so much time looking at eyeglass frames on store displays that the frames were bound to start looking back. That’s what you’ll find at London’s Kirk Originals flagship store, designed by London firm Campaign. Along the left wall of the store is a wild cluster of white display arms jutting out from a black wall, with a realistic pair of eyes appearing behind each set of frames.

The store’s long, narrow space largely dictated the form of the display, says Campaign creative director Philip Handford, referring to the display mounts as “winkies.” To draw customers to the rear of the store, an animation is projected onto the back wall, while the right-hand side of the store is a consultation area.

“We wanted to create a heightened sense of audience and presence in the store, and the display brings a light and human quality to the shopping experience,” says Handford.

Twelve different pairs of eyes, each belonging to a member of the Campaign studio, were photographed for the 187 winkies, each one designed to fit a range of frame styles and colors. Those in the window display have a lenticular effect where the eyes appear to follow pedestrians as they pass.

The goal, says Handford, was “a retail environment more akin to an art installation.”

Retailer: Kirk Originals Flagship Store, London – Jason and Karen Kirk, Managing Directors

Design: Campaign, London – Philip Handford – Creative Director; Aaron Richardson – Director of Brand Communications; Tatjana Jakovickal; Ben Ayres

Lighting: Microlights Ltd, UK

Mannequins/Forms: Pencilkit, London

Props and decoratives: Pencilkit, London

Metal shopfront frames: S&A Steel Services Ltd, UK

General Contractor: Crane Interiors, Kent, UK

Photographer: Hufton + Crow, London