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Auerbach & Steele has announced the opening of its new store in Chelsea, London. The premium optical practice has moved to larger premises on the Kings Road, steps away from where they first opened in 1996.


Working hand in hand with architect and designer Angela Drinkall at Drinkall Deane, the new store offers a contemporary, sophisticated environment with over three floors dedicated to retail. It also features three state-of-the-art consulting rooms and a glass walled laboratory. Situated in the children’s area, the onsite lab gives younger customers the opportunity to watch their spectacles being made.  In addition, there is a discreet, relaxed space on the first floor offering a more personal and private style consultation for those seeking to add to their optical wardrobe.

Gail Steele, Founder of Auerbach & Steele says: “We broke the mould in optical retailing when we first opened in 1996. With the opportunity to move to larger premises, we wanted to do that again. In today’s challenging retail environment, we had to create something that would stand out and ensure the best possible experience for our customers. I firmly believe we have achieved that and more. I can’t think of a more fabulous optical store in London!”

The launch of the new store is further enhanced by the introduction of a colourful and contemporary new identity and range of collateral, designed by Creative Director, Lucy Holmes: “We have created an identity for Auerbach & Steele that reflects the duality of the business – clinical excellence and effortless style. Auerbach & Steele are masters of eye care and their optical testing and frame fitting service is second to none. This, coupled with the range of cool and unusual frames, is what sets them apart from most other optical stores.”