The past and present of optical store signs

We found three from the Eyewear Museum at Pieve di Cadore (BL) dating back to the end of the 19th century.

The first, probably of English manufacture, is in painted, colored wood and shows a pair of mask-shaped glasses as well as the owner's details.
The second, also English in all likelihood, is made of a ferrous material and is shaped liked a pince-nez. The lenses have been drawn with eyes and eyebrows.
The third, probably of French manufacture, is metal and shows an elaborate pince-nez with red and blue colored lenses.
Today's signs no longer focus on the object - eyewear - but on the name and on playing with the words (in a bizarre and sometimes bold way) that revolve around the product and its purpose (eyecare).

Navigating on the Internet we selected three that seem particularly 'creative'. The first is the 'legendary' Occhial House of Milan (legendary because it inspired the 'Botteghe Oscure' column in the satirical newspaper Cuore - which invited readers to become 'spies' of their own city in the early 1900's). The second is another retail outlet in Milan, which warns the consumer not to 'get distracted'. The third is the sign of a London store, that has artfully used the abbreviation of the word Spectacles (Spex) in reference to the American TV cult series Sex in the city.