Vision Industry: Revolutionising the eyewear retail experience
The new store at Dubai’s Mall of the Emirates was created with Clettico Interiors
by Katie de Klee
The sprawling 800 sq m flagship store is a homage to the intricate artistry and engineering behind each pair of glasses. “At Vision Industry, we guide the customer in understanding what lies behind eyewear, which is sometimes taken for granted, but in reality, encompasses many aspects ranging from craftsmanship, technology, healthcare, and fashion,” said Gian Paolo Biasotto, Co-founder of Vision Industry.
Vision Industry’s store design, realised in collaboration with Clettico Interiors, reflects the fundamental pillars of the eyewear industry: Healthcare, Fashion & Luxury, and Craftsmanship. The industrial aesthetic, with a touch of brutalism, brings the ambience of Italian eyewear laboratories to the retail floor, echoing the production and engineering value of the eyewear world.
A pioneering store
Vision Industry’s vast range includes over 60 brands, from creators to eco-friendly items and luxury brands such as Dior, Off-White, Chopard, Carrera, and Nike. Its Italian artisans, Alessio and Riccardo, offer a bespoke eyewear service, crafting tailor-made frames and sunglasses that not only look perfect but also offer the highest level of comfort and wearability. Customers work alongside the craftsmen to design the eyeglasses, choosing their preferred frame and lens colours, and having their anthropometric dimensions checked. The entire process, from design to creation, typically takes one week to complete.
Innovation in Eye Care
In addition to its diverse range of eyewear, Vision Industry is committed to promoting optimal eye health. Comprehensive eye exams are offered in-store by licensed optometrists, emphasising the brand’s ethos of ‘look good and see well’. Vision Industry aims to stay ahead of trends and technology in the eyewear industry, partnering with cutting-edge providers of eye test equipment and working closely with Designer partners to consistently enhance the retail experience.
A Sustainable Vision
Sustainability is also at the forefront of Vision Industry’s mission. Its sustainable corner showcases brands that embody true sustainability and contribute to diverse environmental causes, such as Sea2see, Webee, and Midori, which create eyewear from recyclable materials like bottle caps, reclaimed plastic, and eco-friendly materials.
An Eyewear Museum with a Twist
The Vision Industry experience also includes a one-of-a-kind attraction: the Museum Corner. The exhibit features a selection of eyewear worn by musical and high-society celebrities, including Elton John, Madonna, and Elvis Presley. These collectables, part of the Safilo Museum collection, are displayed in the central galleria of the store, providing a captivating walk through the history of eyewear fashion.