Now You See Me, an optometrist and luxury eyewear store in Norwood, offers a new perspective on what medical and retail spaces can be.
Now You See Me (NYSM) is situated on the corner of the bustling Grant Avenue and William Road in Johannesburg’s Norwood suburb. The previous tenant was also an optometrist and that’s perhaps where the similarities end.
When 22-year veterans of the eye care industry, Neels and Ilse Prinsloo, had the opportunity to take over the former practice they opted to think beyond the functional fittings of a standard practice and decided to develop the idea of treating eyewear as art. To help conceptualise the innovative project the pair turned to another dynamic duo, Jana + Koos.
The team then enlisted the multiple award-winning interior designer Tristan du Plessis from Studio A to help take Now You See Me from concept to reality. The interiors are awash in tones of powdered peach with corrugated design elements and marble textures. As a nod to the initial concept of eyewear as art, playful wallpaper depicts the Old Masters wearing pink illustrated glasses.
The previous glass shopfront exterior has been replaced with bare grey concrete walls punctuated by two large circular windows (or eyes) on one end and a doorway on the other, both outlined in the same tones as the interior. The store signage sits neatly across the corner like a tag.
The store has been so carefully conceptualised and crafted just like the product within. Neels and Ilse prefer to source frames from unique and independent suppliers and brands as they explain:
“We are in love with beautiful combinations of colours and unique styles conceived in an original way, where it’s clear the designer has really understood the materials and the way glasses are constructed. And even though our focus is on international contemporary brands, we also love small companies that produce unknown collections that we discover for our highly informed and knowledgeable customers, friends and connoisseurs.”
Some of the brands stock include Gentle Monster, Jacques Marie Mage, Mykita, Dior, Karen Walker, Lindberg, RETROSUPERFUTURE, Oliver Peoples, Anne et Valentin, 8000 Eyewear, Celine, Gucci, Fendi, Tom Ford, Dita, Moscot and Garret Leight.
Visit the NYSM Instagram page for more information.
Photography : Jana+Koos and Graeme Wyllie