July 05, 2019
Where? Covent Garden, London
When? December 2018
Store type: monobrand concept store
Store Manager: Sophia Alessandra - For Art’s Sake
Q: A concept store in Covent Garden is an exciting prospect. Are there more shops planned?
A: Yes! Our 2nd store is opening simultaneously, in Xintiandi - the most fashionable shopping destination in Shanghai.
We have further plans to open in Hong Kong and USA by 2020, but you know we won't stop there.
Q: What has been the biggest challenge in creating the store and what has been the most exciting unexpected moment so far?
A: The biggest challenge has been to work against time. Covent Garden is a Conservation Area, meaning all the construction work we do in store has to get approved before the next steps can be done. The For Art's Sake team likes to work quickly, so you can imagine how impatient we have been.
Seeing our store concept and vision come to life has been the most exciting unexpected moment so far - because it is even better than we expected!
Q: How would you describe the FOR ART’S SAKE customer?
A: Playful, modern game-changers.
Q: How are the frames currently priced, and what collections are now available in store? Do you also have eye testing in store?
A: Our sunglasses are priced at £165 whilst opticals are £135 - all handmade with lightweight stainless steel, nylon lenses, and jade gemstone nose pads; they come with beautiful powder blue velvet packaging. Customers can order prescription lenses in store, however we are not offering eye tests yet.