Luxottica Group S.p.A. has launched a new global retail concept store in the Australian city of Melbourne. The opening of the first OPSM eye hub store marks the debut of a retail outlet where every customer can dictate and personalize their own shopping experience.

Designed by international award-winning architects E2, the designers of London's landmark Millennium Dome, the store is the result of two years of planning and research. Included is a simulator room for testing glasses and sunglasses for glare and wind resistance, a product vault featuring stunning and exclusive designer glasses visible from every area of the store, touch-screen interactive mirrors that allow people to play back their new look, and a secure play space where parents can leave their kids while they shop.

"With the features the new store concept has to offer consumers, quite simply it sets new standards for international retailing. Naturally, we also believe this will be the next step in eyewear retailing in particular and look forward to bringing this concept to consumers around the world," said Luxottica Group CEO Andrea Guerra.  

Chris Beer, CEO, Luxottica, Australasia, South Africa and Greater China, remarked: "Typically retailers tell the customer what's going to happen when they walk in the store. This first-of-its-kind concept relies on the customers dictating their own shopping experience, including telling a concierge meeting them at the door how they want to shop and what they want to spend time on. The best thing about this store is that it will be a unique experience for each customer."

The company expects to add more stores in Australia in the next two to three years, with additional units to roll out in key markets such as China, UK and the US.