The first flagship store of the omnichannel retailer Mister Spex SE opened in December 2022 in Cologne's prime Schildergasse location. On two floors and a total of 400 square meters, the brand presents the well-known assortment of the already more than 50 stationary stores in the store concept developed by dan pearlman on the first floor. On the second floor, the flagship store also offers an innovation for fans of the brand in the form of the first "Mister Spex Boutique". The "Mister Spex Boutique" is the centerpiece of Mister Spex's cooperation with luxury brands and new luxury independent labels. Customers are attracted from afar by the LED media wall placed over two floors on the exterior façade of the flagship store in a prominent location on Schildergasse, which features the brand's current campaigns.
The store concept for the first Mister Spex flagship store in Cologne is based on a further development of the store concept already developed by dan pearlman in 2016 for the launch of the brand in stationary retail. The proven concept is based on a sophisticated interlocking of store formats of different sizes with the brand’s established online processes. The success of the brand’s expansion in stationary retail is largely based on the intelligent customer journey, which has incorporated existing online offers and services into the architectural design of the store and facade. In the process of planning the store concept, dan pearlman’s experienced team dealt intensively with the topic of “buying glasses”. Since then, the concept has been significantly developed and optimized in cooperation with Mister Spex and most recently supplemented by the innovation of the first Mister Spex boutique. In answering the question of how online processes can be transferred offline to stationary retail, the customer was always at the center of the creative development. In the flagship store, too, the customer is welcomed by a transparent spatial layout with clear structures. Oak wood in combination with matt sand beige and aluminum gray as well as accents in anthracite support the open spatial effect, creating a modern atmosphere. The brand logo, a stylized pair of glasses, is integrated into the spatial concept and is found on the central back wall of the store’s merchandise presentation. The brand’s iconographic supersign can be found in all Mister Spex stores and thus also in Cologne. New to the Cologne flagship store is the “Trendwall,” which displays the latest trends in eyewear and accessories and opens up a lifestyle world. Another new feature is a “Virtual Try On” screen, where customers can try out the wide range of products from the complete Mister Spex online product world. It is also possible to check out the selected eyewear models in real life at any time, as newly designed oval and round mirrors, which resemble eyeglass lenses in their appearance, are clearly distributed throughout the store.
In the flagship store, a staircase leads from the first floor to the second floor. The back wall of the staircase is a new highlight of the store, as hundreds of glasses in the colors of the rainbow are staged on the wall here and form the perfect background for “grammable moments” that can then be shared by influencers and customers on social media. Especially the rainbow gradient in the colorfulness of the staged glasses is a reminiscence of the cosmopolitan and diverse Cologne and stands as a photo point as well for the open attitude of the company Mister Spex SE. Within this feature wall, the brand names of the Mister Spex brand cooperations are also placed, which customers will find with their products on the upper floor in the Mister Spex boutique. Once there, the premium world of the Mister Spex cooperation partners awaits the customers. Classic luxury brands such as Gucci, Botega Veneta, etc. are complemented by new luxury independent labels such as Mykita. In the Mister Spex Boutique, the brand’s own branding is discreetly relegated to the background in favor of an optimal presentation of the premium brands. In the Mister Spex boutique, the trend wall is aligned to one premium brand in particular by means of a vertical LED wall. In front of it, a horizontal LED screen acts as a horizontal presentation platform. The topic of comprehensive customer advice has always been a top priority at Mister Spex. Centrally located on the upper floor, the large counter therefore invites customers to linger. Here not only the consultation takes place, it can also be relaxed with a coffee and finally even paid for the new glasses. The counter creates a relaxed atmosphere and, with its curved shapes and Corian material in the color smoke (beige), is more reminiscent of a bar than a sales counter. Those who like it a little quieter can also retreat to the lounge island with a sofa and armchairs by Verpan based on the design by Verner Panton with a fabric by Kvadrat created by designer Raf Simons.
In the Mister Spex boutique, the store concept also plays with the contrasts of light oak, black powdered steel and silky aluminum. A virtual “try on” is made possible by iPads integrated into the back walls of the product presentation. Another digital highlight are the “Electronic Shelf Labels”, which not only display the price, but are also linked directly to the Mister Spex website via a QR code, so that the customer can remember the eyewear model and order it later from home.
Volker Katschinski, responsible Creative Director at dan pearlman, says about the collaboration with Mister Spex: “After more than 50 stores opened nationally and internationally, the Cologne flagship store is a real highlight of the Mister Spex omnichannel story. In particular, the gigantic selection of luxury and independent label eyewear on a separate floor makes this store a beacon for the entire optical industry. This project simply has everything in it that store designers can only dream of: great brands and products, the latest technologies, real experiences and a sophisticated customer journey with sophisticated design.”
Thanks to the team at Mister Spex SE, especially Laura Wolke, Retail Expansion Manager, Tobias Eulenpesch, Category Manager Luxury, and Nira-Maria Wecke, Expansion Coordinator,
for the fruitful cooperation. Contributing to the project in the dan pearlman team were Volker Katschinski, Creative Director, Andrea Jacob, Senior Architect, Anna Steinig, Architect, and Sandra Kittler, Senior Project Manager. Thanks to the Stapelbroek team for the realization of the store design.