Before & After: Opening Up

How one New Jersey optometrist changed his space dramatically—and increased his business

By Erinn Morgan

One look at the “Before” and “After” pictures from the extensive remodel at Leonia, NJ-based Palisades Optometrics reveals a complete space transformation.

Completely transformed after the redesign

Before the redesign with outdated decor

The original design was dark and cluttered, the fixtures were old, and the dispensary was blocked off from a street view by French doors.

“I’d been in that location for more than 20 years,” says Palisades Optometrics’ Ronald Luxenburg, OD. “It was old and still had my original stuff. I was thinking it was time to redesign or retire. I decided to go with the redesign.”

The new space is sleek, modern, open, bright, and minimalist.

“It’s been an amazing thing,” Luxenburg notes, who worked with a local architect Pulice/Williams for the design and Presenta Nova for the design, display fixtures, lighting, and furniture. “Patients and staff love it—productivity is much better. When everybody’s happy, it’s great for business.”

PAYING FOR ITSELF

The remodel started paying for itself within the first month, when sales volume increased by 35 percent. “It’s going to pay for itself much more quickly than I thought,” says Luxenburg. “The sustained 20 percent increase we’re experiencing will basically pay for the remodel in 18 months, and I was originally hoping for three to five years.”

Patient numbers, he adds, are up by an impressive 20 percent. “The only problem with the remodel is that I have to hire more staff to keep up,” says Luxenburg, noting that he’s already hired another optician. “I’m looking for an associate now so I can take some time off.”

BEFORE: DARK AND CLOSED OFF

This street-front business’ original look was dark, dated, and closed off. “At the time we were building the office many years ago, there was a law in New Jersey that said medical businesses couldn’t have their wares visible to the street,” he says, so French windows that closed blocked the dispensary from street view.

Top: a pre-construction rendering of Palisades Optometrics; bottom two: the space during the remodel

Now, Palisades Optometrics has big glass doors and windows and a wide, open reception area and dispensary that are front and center—and easily visible. “People have actually walked in and said, ‘This belongs in New York on Madison Avenue,’” Luxenburg says.

AFTER: OPEN AND AIRY

The main goal with the remodel was to open up the space. “We knew we wanted a completely open plan with big picture windows,” says Luxenburg, who also wanted light wood flooring juxtaposed against sleek, white displays.

“In Europe, we are not working that much with wood and laminate, but in the U.S., people are really asking for it,” says Helen Rogic, director of Presenta Nova in the U.S. (which is headquartered in Croatia). “Wood is a very nice complement to the white laminate displays.”

Luxenburg and architect Phil Williams launched the planning phase in August 2012. “The hiring of a local architect was very critical to the success of my project, which was a total demolition and remodel,” says Luxenburg. “Phil was instrumental in the coordination of the project. He acted as a project manager, designer, and architect and was on site all the time.”

Top two pictures: the design process and studio; lower two: the redesign complete

Palisades Optometrics in New Jersey gets a new lease on life with a redesign

Fast Fact: On Bargaining Power

The landlord was very motivated to keep his tenant of 20 years, even through a remodel. “We negotiated a decrease in rent, a 10-year lease with a 10-year option, and he was responsible for the cost of the outside renovation including windows and doors,” says Ronald Luxenburg, OD, of Palisades Optometrics in Leonia, NJ. “He used the same architect and builder to keep things running smoothly.”

Design plans soon materialized for an airy, open space that included a rounded reception desk, which would be custom made by Presenta Nova (presenta-nova.com) with an organization-focused workspace on the backside with desk space, shelves, and drawers.

“We could customize that to what they needed,” says Rogic. “The planning phase helped Dr. Luxenburg a lot. We have our own 3D software program with which we can make real, colored photos of the proposed space so clients can see just what the office is going to look like.”

After the planning was complete, technical drawings were sent to its headquarters in Croatia, where all the fixtures, displays, reception desk, and furniture were made.

The builder then moved in to handle the demolition and new construction and the floors and ceiling lights were installed and the walls were painted. When the space was ready, Presenta Nova handled the installation of its products plus focused lighting.

“Its system of displays was exactly what I’d been looking for—sleek, yet warm, and made with incredible quality and attention to detail. Every day since our remodel patients comment on the look, and sales are way up,” the Garden State optometrist notes.

Luxenburg updated his product mix slightly, but kept most of the same high-end products and brands. “It’s interesting,” he says. “I had a patient come in before and say she didn’t like the products we carried here, but after the redesign, she stopped in and said, ‘Now, that’s more like it!’ even though we were showing the same frames.” EB