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HOYA Vision Experience Center:
Multisensory Narrative in Clinical Retail
2023

Main designer

Sensory Zoning | Embodied Interaction | Strategic Bidding

Project Overview

As a Lead Designer, I co-developed the winning proposal for HOYA’s flagship vision experience center in Shanghai. The project redefines the traditional optical store by transforming a clinical environment into a multisensory "discovery journey." The design focuses on how spatial configuration can mediate between professional eye-care services and consumer lifestyle aspirations.

Design Strategy

Sensory-Driven Zoning : The layout is strategically divided into "Light" and "Dark" zones to accommodate different diagnostic requirements while managing the user's visual adaptation. This precise control of environmental stressors enhances the accuracy of the clinical experience.
Embodied Simulation Nodes : Instead of static displays, we integrated real-life simulation scenarios—such as piano reading, golfing, and driving. These allow customers to test lens performance through physical movement and multi-contextual tasks, fostering an intuitive understanding of product value.
Behavioral Wayfinding : The consumer journey is designed to transition from "Sensory Immersion" to "Brand Cognition." By mapping the service flow onto the spatial circulation, the design ensures a seamless transition between consultation, examination, and retail.

Technical Execution

Atmospheric Lighting: Custom lighting schemes were developed to balance the clinical precision of the "Vision Lab" with the warm, hospitable ambiance of the "Lifestyle Lounge."
Spatial Scalability: The modular design language allows the "Experience Center" concept to be scaled and adapted for various retail footprints across the region.

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ZHAO YI