Task
Create the complete brand experience for the Smotri retail spaces to reflect the brand’s relaxed, but premium position as the top retail brand for luxury optics and corrective eyewear.

Scope
Brand strategy, identity, packaging, tone of voice, architecture and signage across all the brand touch-points. 

Solution
The new design is a radical change from dated, overpoweringly red retail spaces to a fresh and modern look. The new identity translated across the brand experience connects people directly to what matters: The eyewear. The brand experience reinforces all the values of Smotri, and expresses it’s naturally relaxed attitude to luxury and it’s iconic status of not having to try too hard. 

Note
The retail design was implemented in the flag ship store in Moscow and rolled out to include all of the brand’s stores in Moscow, St. Petersburg and over forty cities in Russia. Mission accomplished: Happy employees, loyal customers and radical increase in sales !