Eyewear brand Ace & Tate’s London Soho store includes a pair of neon eyes on the back wall that stare out into the street. The eyes sporadically blink and remain open during opening hours, before closing at night.
Creative agency Anyways says the design feature is a nod to the risqué past of the area, when it was dominated by sex shops and nightclubs. The eyes are supposed to capture the “voyeurism” that was once commonplace on Brewer Street, where the store is based, and Anyways says the store was designed to encourage passers-by to peek in.
The two-storey location uses a blue, red, and yellow colour scheme that is said to mimic the brightly-hued pavements of London’s Carnaby Street during the 1970s.
White shelving units that display rows of glasses can be lifted off the walls and stowed away to turn the store into an events space.
Full address: 15 Brewer Street, W1F 0RJ London
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