Eye Candy Eyewear Shop


Creneau International designed this original eyewear shop located in the Wijnegem Shopping Center in Belgium.

THE STORE: Never seen before…

It takes no clairvoyant to see that most opticians are a sight for sore eyes. So when we were asked to come up with a concept for a glasses shop, we had a clear vision on what we didn’t want it to look like. Luckily, the people from Eye Candy shared this vision and trusted us blindly. We created a unique shopping experience, in which the packaging became the store and the store became the packaging. Confused?

It all makes perfect sense really: as a shop, you want to build personal relationships with your customers. What better way to do this than to literally send a piece of your store home with them? The design of Eye Candy came to use when we visuallised the process of buying a pair of glasses. The entire shelving system is built out of boxes that serve as a display for the product. After the purchase, the box is removed from the frame, becomes the packaging and gets a carrying handle. So every time a customer buys his glasses at Eye Candy, he or she becomes a walking ad for the store.

THE PACKAGING: Quite a spectacle…

If ever there were a store concept worthy of the cliché ‘out-of-the-box’, it’s Eye Candy. The shelving system is built out of little cardboard boxes contained in a simple pinewood frame. As soon as a customer buys a pair of glasses, the packaging shifts function from shelve to shopping bag. Hyper functional, yet hyper clever. Because not only did we save on stock space, we also made sure that every customer literally gets to take a piece of Eye Candy home.

The packaging is made out of ultra basic white cardboard, with stickers in eight different colors that create a colorful contrast and divide the shop into different mood zones. Inside each box, there’s room for the product (glasses) and extra goodies such as cleaning spray, cleaning cloth and some fun stuff. We guarantee you: it will be love at first sight!






Photos by Arne Jennard


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