Snapshot: If you can’t see the difference between Van Gorp Optic’s new boutique and your everyday eyewear store, you might need to get your eyes checked. Antwerp based studio Pinkeye brings a new visual identity and interior for the Belgium based store.

Pinkeye’s new visual identity for the brand’s latest boutique pays special attention to what should be at the center of every optical: the glasses. Creating an ambiance that’s all about “the lens,” cryptic symbols and images that retain to eyewear are hinted at within just about everything in the store. Their new logo –the first thing you’ll notice either by the sign in the front or the giant backdrop at the end of the store— pays homage to the eye. The focal point clearly displays the name “Optiek Van Gorp” while text blurs around the edges, a minimalist message that brightly says “eyewear store" without being too obvious.

Just about everything in the Beerse shop is custom designed. The lighting fixtures, tables and accessories all maintain the image of a lens in one way or another. The motif refrains from being over-the-top; it’s subtle enough to the point where it still maintains a sense of prestige. Keeping a warm, sophisticated atmosphere, North American walnut veneer decorates one wall and blends with the various shades of grey to create a professional allure.

Upon entering, you would find yourself greeted by the visages of Buddy Holly, James Dean, Woody Allen, Marilyn Monroe, John Lennon and Audrey Hepburn, each wearing their iconic spectacles for a touch of personality. The images are created with the same moiré pattern used for the logo and low cabinets, creating consistent and recognizable imagery for Van Gorp. Choosing to apply a titanium bronze pigment to the panels, the color embellishes the interior’s palette to further add a refined impression.

You might have noticed that the glasses seem to float midair. Pinkeye decided to showcase the glasses in an intelligent way that forgoes any bulky displays. They installed cleverly designed bars with tiny clips that hold the glasses up to create and unobstructed view.

So, if you think you know what to expect when you walk into a glasses shop, look again. Pinkeye shows us a modern vision of what a glasses boutique can be, all while emphasizing focus on the eyewear that Van Gorp proudly presents.

Photography courtesy of Pinkeye