“Luxury is always about experience. You might find the same frames in a different store, but probably you want to come here to have the experience - to sit down, to have those educated style experts help you find your frame, and then also enjoy the nice packaging,” says Synsam Creative Director Marina Kereklidou about their newly opened Concept Store in Nordiska Kompaniet, one of Stockholm’s most iconic shopping spots.

This isn’t just another eyewear store. Spanning 47 meters on NK’s entrance level, the space feels more like a high-end gallery than a retail outlet. Offering over 1,400 frames from 35 exclusive brands, rows of Tom Ford and Dior frames are displayed like art pieces, bathed in carefully curated lighting.

The project took just five months from concept to launch, with Kereklidou, who spearheaded the concept and design, viewing the space as a harmony of organic shapes and Scandinavian craftsmanship. “People connect with organic forms,” she explains.

The store features black-and-white squares, moved from floor to ceiling, deep emerald carpets, walnut wood, and birch accents, sourced from Swedish workshops, with lighting designed for both beauty and functionality. “I wanted to create something elevated, classic, and luxurious. We chose to work with the lighting and colours, featuring a deep emerald green carpet alongside walnut and birch elements. When you walk in, it feels calm and inviting.” The store’s curved walls and glass-filled pillars create a calming atmosphere: “The carpet and panel reduce noise. It makes you slow down. This isn’t fast fashion - you spend time here,” she says.

The store combines premium fashion with advanced eye care, including OCT retinal scans and dry-eye treatments. “At Synsam Group, we always focus on both fashion and eye care. We didn’t have to choose between them; it was natural for us to offer both regular glasses and sunglasses together,” notes Kereklidou.

NK Eyewear & Optics represents Synsam Group's vision for the future of optical retail - where health and high fashion occupy the same curated space. Now complete, the store offers a blend of Scandinavian materials, medical technology and luxury brands. Or as Kereklidou puts it - “a whole journey.”