NEW YORK—LensCrafters announced the opening of the company’s next flagship store, its fourth, in Palo Alto, Calif., on July 1. The new flagship, the company said, "will further position LensCrafters as the premium optical retail leader of exclusive brands and further reinforce the company as a trusted eyecare and eyewear authority in the Silicon Valley community." The company opened its first two flagship stores in New York City in December 2020 and its third flagship in San Francisco in December last year.

The new elevated flagship will encompass the latest advanced digital technology and state-of-the-art design, "blending colorful and eye-catching finishes to create a dynamic customer journey," an announcement said. From quality eye exams to shopping for frames, the new location will showcase an expanded selection of designer eyewear styles and brands.
 
The store will feature a dedicated footprint and display for Ray-Ban Stories, the first-generation of smart glasses launched in partnership with Meta. The smart glasses will be showcased in a unique setting where customers can experience how Ray-Ban Stories can capture, share, and listen at a moment’s notice. Customers will also be able to digitally explore the wide variety of EssilorLuxottica collections and brands, customize Ray-Ban and Oakley frames, and virtually try-on any frame thanks to the Virtual Mirror technology through LensCrafters’ Smart Shopper interactive in-store tool.
 
“With our newest flagship opening in Palo Alto, the brand is focused on making a strong impact in this market as an innovative eyewear retailer,” said Alfonso Cerullo, president of LensCrafters, North America, which is a part of EssilorLuxottica.  “Appealing to the local technology hub in Silicon Valley, the store will reflect the effortless integration of design and technology, giving customers a more individualized experience that allows them to easily browse the vast luxury assortment of both optical and sun frames with superior lens design and technology by Essilor. The store will also leverage digital tools to afford customers more opportunities to meet their eyecare and eyewear needs.”
 
The Palo Alto location will be equipped with high-resolution digital screens and led-walls displaying eyewear and campaigns to allow customers an immersive experience around the brand’s offering. A particular focus will be given to the storytelling of prescription lenses through interactive applications installed both on iPads and touch screens, leveraging the see-through technology to simulate lens features and effects for better vision.
 
VMAIL previously reported on the New York and San Francisco LensCrafters flagships.