Ace & Tate unveils first physical site in the UK

By

Barbara Santamaria

Published
Nov 28, 2017

Dutch eyewear brand Ace & Tate is targeting the UK market as it ventures into the British high street with a first UK store in London’s Seven Dials.

The Amsterdam-based business selling handmade stylish frames has been available in the UK through its online store, and is now further expanding its presence in the country via its very first UK pop-up store.

Located a stone’s throw away from Covent Garden and Soho, the two-storey space features a system of turning mirrors which face the street to reflect passers-by, as well as a neon artwork installation showing a palindromic sentence reflected in two mirrors.

The neon installation is a running theme throughout Ace & Tate’s 20 European stores.

The London store will also showcase a selection of creatives from across the city to celebrate London’s dynamic and diverse energy. The first creative to take over a part of the store will be photographer Hayley Louisa Brown, who will be showing a selection of images from her latest project, Children of Graceland, which is supported by the Ace & Tate Creative Fund.

The pop-up store also offers a same-day delivery service where customers can order and pick up their new opticals that same day, and a team of in-store assistants offer customised personal style and fit advice as well as free eye tests.