First Look: Warby Parker’s redesigned SoHo store is rich in art
Warby Parker has given its first permanent store — opened 11 years ago — an art-filled makeover.
Opened in 2013 on Greene St. in the SoHo section of downtown Manhattan, the store was an early pioneer of online brands making the move to brick-and-mortar. In the 11 years since it opened, Warby Parker has grown to more than 270 stores across the U.S. and Canada. The company remains committed to an eventual 900 locations.
As the eyewear brand has expanded, it has become known for its signature store design, which is inspired by train stations, museums, libraries and the like. For every location, Warby Parker also partners with artists to create custom works that brighten up the space — from giant murals, inside and out, to original sculptures. Using this as a foundation for the Greene St. renovation, Warby Parker created the concept of the “gallery,” one that pays homage to the art galleries SoHo is famous for.
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(Image courtesy of Warby Parker) -
(Image courtesy of Warby Parker) -
(Image courtesy of Warby Parker) -
(Image courtesy of Warby Parker) -
(Image courtesy of Warby Parker) -
(Image courtesy of Warby Parker)
As part of the revamp, a permanent exhibition paying tribute to more than a dozen talented artists that Warby Parker has featured in its stores during the years was installed in the Greene St. store. And for the first time, the brand worked with printmaker Anastasia Inciardi on a mini-print vending machine where customers can get surprise prints (custom-made for the store) for just four quarters each. The proceeds go to RxART, a non-profit that pairs contemporary artists with pediatric hospitals to develop site-specific projects that improve the patient experience.
“As part of Warby Parker’s approach to retail, the brand is focused on creating bespoke, well-designed spaces so customers can have the best experience possible,” the company said. “The brand has done so by increasing accessibility to holistic eye care, making shopping for glasses more seamless and enjoyable, and offering an omnichannel approach to retail.
For its most recent quarter (ended Aug. 9), Warby Parker reported double-digit revenue growth as net revenue increased 13.1% to $188.2 million. Active customers increased 4.5% to 2.39 million, with average revenue per customer increasing 8.8% to $302.
