STORE DESIGN

Store Design: Visual Effects Optical Finds Space

The steps a Chicago optometrist took to break away from his 25-year location and realize a rebirth at a high-traffic boutique around the corner

BY ERINN MORGAN

After 25 years in the same space, Chet Steinmetz, O.D., had a vision. He made a bold move from a shopping center that had been receiving less and less traffic to a vibrant neighborhood around the corner.

“We were in a shopping center on a scaled-down Sunrise Highway with thousands of cars passing by every day,” says Dr. Steinmetz, who has built both a solid reputation and a large patient base. “When the center was new, it was vibrant, but 10 years ago it lost its luster and started looking really tired. Retailers left one by one—it was cleared out by nearly 50%—and it became me in a 1,100-square-foot store that was the anchor to a 33,000-square-foot shopping center. The time had come to leave.”

The need to move was clear, but the questions were twofold. Where to move? And, how to build out a new store without breaking the bank?

Dr. Steinmetz eventually found a much-coveted 1,500-square-foot space in the quaint, boutique-filled district around the corner from his current location in Chicago’s Lincoln Park.

“It was literally three blocks away on a historic neighborhood street filled with high-end local businesses stretching for about six short blocks,” he says. “Moving from a strip center with parking on a heavy-traffic street with other strip centers to a treelined, cozy neighborhood street with boutiques, eateries, and high-end privately owned shops was my dream come true. The world walks by my door now.”

Making Choices

Visual Effects originally opened in 1989 with Dr. Steinmetz using his own design and setting everything up himself. Then, in 1995 the space was redone by an architect.

“We had a great time designing a very modern, ahead-of-the-curve concrete-and-steel interior to reflect the metal frames of the times,” says Dr. Steinmetz. “That look still works to this day. Unfortunately, that architect passed away a few years ago, so I had to work with someone new.”

Steinmetz hired an architect client of his who knew the former architect and appreciated his work—and was willing to pay homage to him in the new space. “Since we were going to reuse much of the fixtures, our plan was to make this place familiar but new and updated,” he says.

They decided on white walls and ceilings to open up the space and show off the frames. They reused Visual Effects’ existing black cabinets, repurposed aluminum, and brought in new black granite and countertops.

Dr. Steinmetz chose a rich wood floor to offset the dark black in the space—custom-colored wood in medium brown with gray undertones. All additional woodwork is from a natural quarter sawn oak.

Because of its importance, Dr. Steinmetz invested a fair bit of money in lighting. “Our new lighting is a mix of track, feature, and cans—all-LED combo 2700/3000K,” he says. “We are updated and totally modern. Our biggest expense was the electrical work. We went crazy with the lighting, but it was worth every penny.”

The optometrist says the design, build-out, and move, along with all the extras like new redesigned business cards, cost in the range of $125,000 to $135,000. “It could have been worse—we took all our cabinets, fixtures, and lights to be reused in the new space,” he says. “Everything that was reusable was reused or repurposed, such as woodwork that just got new veneer. Because I didn’t need to replace furniture, the cable frame display system, and other parts, I saved big time.”

The Process

After hiring the architect and subcontractors, Dr. Steinmetz made sure he was on site as much as possible during the build-out. “I was totally hands-on throughout the process,” he says. “We moved only three blocks from our old location so it was easy to walk over here multiple times a day. I did that for the seven weeks of the build-out. I made myself available to the contractor and handled issues in real time.”

The 1,500-square-foot space was previously a women’s clothing boutique that needed some structural reorganizing. “It was painted a solid gray on the walls, floor, and ceiling—it looked like a cave,” says Dr. Steinmetz.

His team took out most of the walls to build out his exam room, contact lens room, a closet, and storeroom. Now, most of the space is the sales floor and reception/work area.

“We are set up now, as before, as more of an optical boutique, not as an optometrist’s office with a waiting room,” says Dr. Steinmetz. “I continue to do as much retail with outside prescriptions as doctor-generated Rx’s here, if not more. I like it that way. I am a good doctor, but I love spending time out front finding frames for my clients. That’s what brings them in here in the first place. That’s my rep. That’s my art. That’s really my passion.”

The most difficult part of the process was timing. Visual Effects’ old lease was up July 31 and the new space wasn’t available until the end of May, leaving June and July to do the build-out. “We were designing and working out all the options during lease negotiations and had only enough time to come up with rough drawings and ended up making decisions as the process was unfolding,” he explains. “We just made it in time. Thankfully, there were no real roadblocks. We vacated my old space on the 31st and opened here on August 4.”

Since opening, Dr. Steinmetz has received numerous compliments on how great his new space looks—similar but new, fresh, and huge. The new space is about 400 square feet more space than the previous location.

“Certainly, the foot traffic walking by the front window is tremendous. That’s why I’m here. The street is alive,” he says. “I’ve already had the, ‘Oh, you are new!’ comment. My response is ‘Yes, we are new to this street, but we’ve been around the corner for 25 years.’ That is greeted with surprise. As the neighborhood realizes we are here, I expect business to increase.”