A New York

A look at one eyewear boutique’s journey to create a store design as appealing and unexpected as the frames it carries

By Alicia Hoglund

For their second location, optician José Castellanos and his wife, Elena Orestano, owners of Dr. York Spectacle Maker, set their sights over the Mexican border to Los Angeles, an area they believe to be the epicenter of influential, cutting-edge eyewear design. Wanting to transition from mainstream to niche, they set up shop in the bohemian Roma neighborhood.

With a deep appreciation for their Mexican heritage and an eye for design, Castellanos and Orestano enlisted the help of DCPP Architects Studios, a company specializing in architecture and design, to create the new space.

“We wanted to make the LA store similar to our Mexico City store, but with a fresh California take on it. The store is a combination of fresh minimalism along with little reminders of our heritage in Mexico City,” says Castellanos.

Located in a busy commercial area, it was important to create a natural traffic flow. “The main idea was to introduce some of that public space into the store, as an extension of the street,” notes Castellanos.

This was achieved by using a floor-to-ceiling glass façade, which gives the illusion that the store is one with the sidewalk.

Once inside, visitors are greeted with a gallery wall featuring an eclectic mix of art and images. “Coming into Dr. York is almost like you are coming into our home. We really wanted to incorporate certain aesthetics that were similar to our house, including the design, art, space, and cozy ambience,” Castellanos says.

Helping to tie in their roots, tables and chairs from Castellanos’ grandfather’s warehouse were cleaned and restored anew and arranged in the center of the room. On the opposite wall, eyewear is showcased on a display made of MDF (medium-density fiberboard) and recycled cardboard.

“We chose to use MDF and recycled cardboard tubes so we could have the freedom to rearrange the wall at any given moment,” says Castellanos. “This gives us the ability to call out any particular collection or give our store a fresh new look in the matter of an hour!”

ON DISPLAY

Aside from being practical and affordable, the display wall creates a perfect backdrop for the carefully curated selection of high-end frames. “The way we display the product is similar to an art gallery,” notes Castellanos.

“We feel that every frame is a piece of art. We carry just one of each kind, so we give a special place to every glass or sunglass.”

Having the eyewear easily accessible also reinforces the laid back vibe. “We want customers to feel relaxed and comfortable enough to try on glasses without asking first,” says Castellanos. “We designed the store as a public space that invites interaction—a place where you can stay to hear or tell a story.”

But at the end of the day, it’s all about the frames. “We are an independent store, as are the brands we carry. They each have great design, quality, and are all passionate about what they do,” says Castellanos.

FAMILY TIES

For owners José Castellanos and Elena Orestano, it was important to represent their heritage in the new store. One major nod to their past is the Dr. York name and logo, which are both inspired by Mr. Salcedo, Castellanos’ grandfather who taught him all about the optical industry. “In appreciation of Mr. Salcedo, we used an old picture of his profile for the design of our logo. The name ‘Dr. York’ is used because his grandfather’s retail store is named ‘Ópticas York,’” says Orestano. “We decided to incorporate York and completed the name with Dr. York. Even though our point of view, interior design, product, and overall style are different from ópticas York, we felt it was to necessary to include ‘York’ in order maintain a sense of heritage. “At Dr. York and ópticas York, it’s all about the people. We want to make that connection with our customers, so they feel comfortable telling us their story. That is why we felt it was important to include a part of our history in the current name of the business, to keep the York story alive.”

“We believe that in the future, they will be the next big things in independent eyewear. The idea is to have young, up-and-coming, creative designers under the same roof. And that roof is Dr. York.” EB