Exploring the Design of “Horwan” Through the Lens of Designers.

Over the last five years, "Horwan" has established itself as a leading expert in eye examinations and the fitting of eyewear in Thailand. This recent rebranding signifies a major transformation intended to create an unforgettable experience for customers through innovative design. The talented team from mArchten was tasked with redesigning the interior of the Horwan branch located in Siam Paragon, covering an impressive area of over 130 square meters. With the primary concept centered around embodying the project owner’s perspective as architects, the design team worked hand-in-hand with the owner, fostering a valuable exchange of ideas and refining design methodologies that would best align with this pivotal change.

Curved Lines Inspired by Lenses

The foundational concept of the design draws inspiration from the elegant curvature of lenses (Spherical Design), manifesting in a playful interplay of curves throughout the interior elements. This intentional use of curvature, in conjunction with rounded corners, fosters a warm, inviting atmosphere that promotes friendliness and continuity within the space. For instance, the pendant lighting thoughtfully follows the curvature and converges into a circular merchandise display area, creating a cohesive ensemble. This design accentuates the product showcases, ensuring they stand out prominently within the overall layout.

Creating Visual Rhythms

The design of the primary product shelving begins with the aesthetic of lens shapes, incorporating both concave and convex forms. This approach breathes life into the space, enhancing its openness and making it feel airy and spacious. Walls are treated with a combination of pristine white and strategically positioned lighting, resulting in striking product display sections that capture attention even from those merely passing by. This visual engagement entices customers to step inside, encouraging them to try on and select eyewear options comfortably. Furthermore, color use has been meticulously planned to delineate different zones within the store, such as a striking deep blue feature wall contrasted against transparent glass that separates the Eye Exam area from the Lens Lab. This architectural layout allows a transparent view of the eye examination process and the eyewear assembly, reinforcing both professionalism and reliability in the customer’s experience.

Providing a Positive Customer Experience Through Spatial Design

Significantly, the designers prioritized crafting pathways within the store that facilitate effective circulation. They conducted thorough analyses on various customer behavior patterns, drawing comparisons and insights from diverse demographics. This reflection was visible in the arrangement of circulation routes designed to ensure a seamless customer journey during the eyewear selection process (Customer journey). Customers are encouraged to freely explore and try on various glasses, allowing them to find the perfect fit tailored to their personal style. Following this exploratory phase, they transition into the Lens Consultation area, which is designed as an open-plan space. With minimal furniture to establish boundaries, this section retains an airy, open feel and enhances the overall user experience, encouraging comfort and ease while receiving tailored expert advice.

Enhancing Product Value Through Thoughtful Design

A critical element in renovating retail spaces such as Horwan is to focus on design that not only accommodates user functionality but also reflects the evolving brand identity. Thus, strong, effective design is central to revitalizing the brand image, allowing for greater accessibility to a contemporary audience. This thoughtful approach enhances the value of the business, thereby bolstering its credibility and consistent reputation for outstanding service that has been maintained over the past fifty years. Through this commitment to innovation, Horwan continues to deliver fresh, engaging experiences to its customers while embracing modernity.