LensCrafters' Latest Flagship Opens in California


LensCrafters opened a new flagship store in Palo Alto, California, on July 1. The new store aims to bolster the optical care retailer’s physical presence in the Silicon Valley community. The company opened its first two flagship stores in New York City in 2020 and its third in San Francisco in 2021.

The new store leverages advanced digital technology and a “state-of-the-art” design that blends colorful and eye-catching finishes to create a dynamic customer journey, according to a news release. The location also offers an expanded selection of designer eyewear styles and brands that include Burberry, Dolce & Gabbana, Persol, Versace and Prada, to boost the in-store experience.

The flagship also showcases a dedicated space for Ray-Ban Stories, smart glasses launched in partnership with Meta. The smart glasses are merchandised in a unique setting where customers can experience how Ray-Ban Stories can capture, share and listen at a moment's notice, according to the release. Customers will also be able to digitally explore the range of EssilorLuxottica eyewear collections and brands, customize Ray-Ban and Oakley frames, and virtually try-on any frame with Virtual Mirror technology through LensCrafters' Smart Shopper interactive in-store tool.

"Appealing to the local technology hub in Silicon Valley, the store will reflect the effortless integration of design and technology, giving customers a more individualized experience that allows them to easily browse the vast luxury assortment of both optical and sun frames with superior lens design and technology by Essilor," said Alfonso Cerullo, president of LensCrafters, North America, in the release. "The store will also leverage digital tools to afford customers more opportunities to meet their eyecare and eyewear needs."

The Palo Alto location is equipped with high-resolution digital screens and LED walls promoting eyewear and campaigns to provide an immersive brand experience for customers. A particular focus will be given to the storytelling of prescription lenses through interactive applications installed both on iPads and touch screens, leveraging see-through technology to simulate lens features and effects for better vision.