Eyewear store the world’s largest

Two years in the making, OPSM’s 1500sqm flagship optometry retail superstore opens to the public in Melbourne today.

The brainchild of Luxottica’s Asia-Pacific CEO Chris Beer, and a dedicated project team of six local OPSM executives, OPSM eye hub boasts 2000 spectacle frames and sunglasses on the display floor, (3000 more in storage), eight consulting rooms for eye tests, a futuristic wind tunnel for testing sunglasses in a performance environment, and an onsite lens making and fitting facility which can fit most prescription lenses within an hour.

The new store is located at 174-176 Burwood Rd in Hawthorn, 5km from Melbourne’s CBD. It will trade from 8am to 8pm weekdays, 10am to 5pm weekends, with an earlier weekday opening time already under consideration to attract office workers heading to work.

A launch staff of 30 has been hand picked from Luxottica’s stores around Australia.

Luxottica knows the store is the largest of its kind in the Southern Hemisphere and believes it to be the largest in the world.

Conceived and built with the full support of the company’s Italian parent, the concept is destined for a global roll-out. The next stores will open in Brisbane, a major Chinese city and Sydney, then beyond, with the offer and branding to be adapted to local markets.

OPSM eye hub was designed by Sydney-based retail design studio e2, whose past credits include Virgin Mobile’s flagship retail concept, Qantas’ $10 million experience centre and China Telecom’s pavilion at the 2010 World Expo in Shanghai.

Beer says the store was conceived during a management brainstorming session two years ago.

“It began as a discussion about what the group’s fiercest competitor could look like and became a decision to build that competitor.

“I believe we have created a concept that cannot be beaten.”

The most futuristic feature of the store are interactive digital mirrors in the frame display areas where customers can record themselves trying on several pairs of frames, then – with the benefit of their own lenses back on so they can see clearly – replay the videos of how the frames look on their face.


Beer says the OPSM eye hub will offer a one-stop shop for all optometry needs.

“The store has been built in a highly collaborative way with every customer in mind, from young to old and everyone in between, to suit every taste, lifestyle and budget.

“There will truly be something for everyone at eye hub and we’re proud to be leading the way in eye care globally and providing customers with an unrivalled retail experience.”

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