P G Allder & Partners, Flitwick
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THE COMPANY
Established in 1905 P G Allder and Partners - Allders Opticians - is a business with fifteen branches across Bedfordshire, Cambridgeshire and Hertfordshire, mostly run by partners of the company.
THE BRIEF
The Flitwick practice is the company’s most successful branch and for this reason was selected as the first to receive the new brand image developed by Mark Homer Design, following reviews of the pilot site in Hitchin. The brief was to open up the interior architecture at the Flitwick branch to maximize the retail space, and recreate the Hitchin practice’s neutral off-white interior, reinforcing the contemporary, professional eyecare image of the Allder’s brand.
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THE SOLUTION
In order to provide the open plan layout required for the project a major structural wall has been demolished and the interior opened up to provide a clearly defined retail space with waiting area and dispensing station. Shopfittings developed for the pilot site have been sited around the perimeter to offer patients a clear choice of frames, sunglasses and accessories, with the reception now placed towards the rear and directly ahead of the examination room. The neutral tones of the new interior provide a calm, professional image for the practice. Interchangeable Rodenstock photography has been used to add focus for current advertising and product campaigns while providing support for the new ‘white out of black’ Allders brand logo.