Optics Dr. Klain

The main starting point for the redesign of the branches of the Dr. Klain optical network was the effort to redefine the typology of an optical store, which is traditionally associated with a sterile, almost medical aesthetic. Although the key pillar of the brand remains high precision in vision measurement and quality technological support, the main goal of the design was to transform the overall concept towards greater user comfort, relaxation, and a sense of privacy for the customer during the entire process of selecting glasses.

A fundamental impulse was the change in operational and spatial arrangement. The sales process is now structured into two successive phases: an open sales area designated for independent selection of frames and semi-closed consulting zones. These "rooms" visually and acoustically isolate the client from the rest of the operations and create a calm, residential environment with soft, upholstered seating that supports concentration, trust, and the individual approach of the specialist.

The color and material solution further develops the intention to distance itself from the traditional medical aesthetic and deliberately works with associations of a café or residential character. The basic palette consists of warm shades of gray combined with a distinctive texture of birch plywood. A characteristic accent in the form of purple-stained plywood derives from the new visual identity of the brand, created by the Horáček studio. The graphic motif of the logo is applied directly printed on wooden wall coverings as "wallpaper" and functions in the interior as a subtle element of identity without disruptive advertising character.