TRENDSPOTTING: TALKING POINTS

Helen Rogic…

ON INTERIOR RETAIL DESIGN

Helen Rogic is president of the recently launched One Interior (one-interior.com), which creates custom interiors for optical spaces. It specializes in integrating exam, lab, and displays and furnishings to maximize style and efficiency. Rogic talks about her approach to mixing business with design.

WHAT MADE YOU WANT TO LAUNCH YOUR OWN INTERIOR DESIGN COMPANY FOR THE EYEWEAR INDUSTRY?

So often if a client wants customized displays and furniture they have to work with a local carpenter who is not specialized and does not “know” an optometry office or optical store. It was important for me to offer clients an individualized and personalized interior, where we can realize the client’s vision without staying in a certain pattern or collection of displays/furniture.

WHAT ARE THE KEY TRENDS NOW IN OPTICAL DESIGN?

• An open space that is designed with transparency.

To compete with the trend of online shopping, we need to emphasize that this is the space of eyecare professionals.

The value of a professional environment, service, and proficiency needs to be seen in order to be understood and appreciated. We can design a space with testing areas (and their high-tech instruments) that are exposed—but that transform during testing to allow the patient privacy.

Exposed labs show off the art and craftsmanship of a frame and lens for a better understanding and appreciation of your work. The newest high-end lab equipment runs quieter, fitting into the exposed lab concept.

When patients enter the practice they should see the full spectrum of your profession. The design ties it all together. The instruments and equipment are presented in a well-designed, functional environment that will increase the value and impression.

• Keeping the optical sleek yet welcoming. Minimalistic displays that are clean and do not distract from the frames work well. You want to present the frames, not the displays.

• Eye-catching features. Elements like focal displays, a special reception desk, nice seating, flooring, and wall treatments will give the space personality, break up the presentation, and create a desired atmosphere. Patients should feel encouraged to browse through a new frame collection instead of just waiting in the waiting area.

HOW IS YOUR COMPANY DIFFERENT FROM OTHER OPTICAL DESIGN COMPANIES?

We offer completely customized displays and furniture, and we individualize every practice and optical shop based on the client’s vision, identity, and personality. We make the displays and furniture to fit the space exactly, without the restriction of working within a scheme. The space is used in its full range for capacity and functionality, and clients can be creative in material selection, sizes, and shapes.

WHAT ARE THE BIGGEST CHALLENGES + REWARDS WITH LAUNCHING A NEW COMPANY?

The biggest challenge, I would say, is building a team and managing your time. You would like to do everything at once. But I have to say I am lucky, as I had previously built a successful business in this field, and I received a lot of support through strong, great partners. The biggest reward is working toward and realizing my vision. Being passionate about my work is a reward.

WHAT IS YOUR BEST INTERIOR DESIGN AND DISPLAY TIP FOR ECPs?

Always be careful about lighting! You can have the most beautiful displays and interior, but if the lights are not placed wisely you can destroy the entire image. Different areas need different lighting and a different intensity.

Create an environment that no one else has. That will attract patients.

Be proactive to stay on top of the market and its trends, which are of course continuously changing and developing.