The first physical store for eyewear brand Hawkers opened in Madrid in September, boasting an experience that deliberately breaks conventional lighting rules. A digital-first, vertically integrated startup brand out of Spain, Hawkers targets a Millennial consumer with trendy-yet-affordable sunglasses. In the brand’s first store, glasses are displayed on marble and stainless steel shelving and are bathed in light, emphasizing the colors and reflections in their lenses and making the product very much the hero.
The store has been designed to boost the label’s position, but remain true to its ethos of “challenge, innovation and rebellion,” with the concept developed in collaboration with international lighting consultant Light & Studio and Madrid-based design studio Cul de Sac.
Lighting marks the limits and the definition of the space and each of the three floors has a different character and function. The color of the glasses is the protagonist of the first floor, in which the lighting contrasts with the product by highlighting it. The staircase to the first floor has been made a dynamic space through chromatic changes, where lighting has been “painted on” using RGB light tubes to create different scenes. On the first floor a “glass bar” of eyeglasses echoes Madrid’s casual bars, while the basement is a flexible place available for events.
“Our inspiration comes from a blank canvas where we paint with light, based on the color that characterizes the glasses and their gradients. Linking the content to the approach, we have let the light mark the difference in spaces and uses,” says Carmen García, Light & Studio marketing manager. “We wanted to create a new shopping experience, breaking with the conventional, that what it looks like today will be different tomorrow thanks to the lighting. A new concept of optics.”