The top three optical stores in the world
WMIDO meets the three winners of Bestore 2016In 2015 Mido set up the Bestore Award for the outlet that offers the best shopping experience. This year, the international jury composed of sector leaders, trendsetters and marketing experts, decreed that “the best optical store in the world” is Steingasse 14 of Heidelberg (Germany). Second on the podium was L’Osservatorio di Milano (Italy), with third place going to Black Optical of Tulsa (Oklahoma, USA). WMIDO had exclusive interviews with them.Can you tell us the story of your shops? Steingasse 14. There was a time when I wasn’t happy with my personal situation. So I decided to change something. I guess that´s the beginning of lots of stories... So I just searched the web for a location in Heidelberg’s historic part of town. I immediately called the agent, met the landlord, presented my idea and that’s how things started.L'Osservatorio. I took over the store in 2012 but I redefined the project together with architect Donald Judd. The idea was to create a space that would showcase only eyewear with a strong design content.Black Optical. Our vision began with what we learned from both our successes and failures in designing our first location. Having spent countless hours in the Tulsa location with our clients, we knew better what would serve and inspire them going forward. By 2011, when we opened in Oklahoma City, we had established a consistent vision for our brand.Can you fescribe your shops? Steingasse 14. The shop is located in the midst of Heidelberg’s Old Town, in one of the most beautiful historic alleys. Originally constructed in 1720, the building is one of the finest examples of Baroque architecture in the city. However, this classical substance was no longer visible when we began refurbishing the interior. It was our ambition to bring out the original character when we gutted the building, opening up and revealing the historic walls and ceiling. Our showroom presentation is reminiscent of a gallery. The visual concept of a black-and- white contrast emphasises the depth from the brightly lit product space to the dark counter area.L'Osservatorio. The principle regulating the architectural and sales concept is subtraction; behind it was Donald Judd, the minimalist architect who had a powerful influence on the project, but primarily there is a vision of space that complies with a precise philosophy: that of “disclosure”.Black Optical. In Oklahoma City, our 1,000 square foot store is highlighted by four distinct elements. First the asymmetrical form of the Cassina table mirrors the trapezoidal shape of our store. Second, the seating lounge, marked by marble steps, a Platner table and four surrounded on two sides by giant panes of window glass. The lounge features three chairs that inspired the design of the entire store. Third, two mirrors towering fifteen feet create an endless vanishing point. Finally, the store is marked with mahogany shelves.Why did you think you won? Steingasse 14. To me the main reason why we won is because of something that you cannot see at first sight. And it is something that you cannot re-create if it isn’t part of you. It’s all about the fact that everything about Steingasse 14 is a perfect fit for me and my partner Fred. It is a 100% pure reflection of our way to do business and of what we believe in.L'Osservatorio. Although the store was conceived 12 years ago, it is still up-to-date and well balanced between the historical character of its location in the center of Milan and the modernity of a minimal store.Black Optical. From the beginning, we set out to achieve three things: to curate and retail the best eyewear in the world, to welcome and care for every client like a friend and to create environments that inspire us every day. We have stayed true to these goals every day since. It is our hope, that our diligence to pursue this vision through excellence and consistency has earned us this considerable honor and recognition.
