OPSM: the eyes have it at

SYDNEY: Australasian eyewear chain OPSM has unveiled a sexy new store fit-out as part of ambitious plans to reposition the brand.
Seeking to drive awareness of its expanded range of luxury branded eyewear, OPSM parent group Luxottica Retail has parted with an undisclosed amount to create a new store design reflecting its drive for a stronger fashion focus.
Luxottica, one of the world's largest eyewear companies, is licensed to manufacture and sell sunglasses and frames from many fashion houses including Chanel, Prada, Gianni Versace, Dolce & Gabbana and Donna Karan New York.
OPSM stores in George Street, Macquarie Street, Mosman and Warringah Mall in Sydney, and Bourke Street and Melbourne Central in Melbourne are the first to feature the new fit out with the chain's additional 35-plus stores due to boast the new look by December.
The new fit-out, by Sydney-based retail design specialists Public Design Group, builds on the "fresh contemporary" look introduced into the OPSM stores as part of the brand's overhaul following Luxottica's acquisition of the label in 2003.
Luxottica Retail chief operating officer Chris Beer said the new fit-out was closely attuned to consumer trends.
Beer said OPSM would always value its heritage as a trusted provider of eye care services, but it was clear there are new consumer dynamics at play in the sector.
"Australians increasingly see eyewear as a fashion statement and are prepared to pay more for high-quality, stylish product. Indeed, many see eyewear as an affordable entry point to the world of luxury brands."
The redesign of the stores follows the appointment of Sydney-based advertising agency BMF to its account last August. In its attempts to continue lifting the profile of the brand, the group has commissioned BMF to undertake a fully integrated campaign through sponsorships, visual merchandising, buses and out-of-home media. A new television campaign for the brand launched recently and will air throughout the year while Luxottica has also shored up plans to work with designers at Mercedes Australian Fashion Week in Sydney and Motorola Fashion Week in Melbourne.