E2 designed the groundbreaking OPSM Eye Hub in Melbourne, the world’s first experiential optical retail environment and the largest optical store in the Southern Hemisphere. At 1,500 square metres across two levels, the Eye Hub was conceived as a fully integrated customer journey, blending advanced technology with immersive lifestyle experiences.

The store features seven themed optometry rooms, a dedicated kids’ play space, and unique testing zones such as the Oakley Pressure Chamber and Revo Elements Room, where athletes can trial eyewear in extreme conditions. At its heart is The Vault—a dramatic showcase of luxury and designer eyewear, supported by in-store fashion stylists offering a personalised style consultation service.

With more than 5,000 frames in stock, the Eye Hub redefined the optical retail landscape, shifting the paradigm from transactional shopping to customer-led experiences. Recognised by futurologists and retail leaders as “the future of retail,” the concept pioneered a model that Luxottica planned to roll out globally, including in China and the United States.

Through visionary design, E2 created a retail destination that fused innovation, personalisation, and lifestyle, raising the bar for retail worldwide.