Kirk Originals’ London flagship store has just scooped up the Optician Awards Fashion Frames Practice of the Year award for 2012. Managing director, Jason Kirk tells Futurespace Magazine what makes his shop so different…

Kirk Originals’ flagship store, located at 6 Conduit Street, London is based on the philosophy that the styling of your eyewear needs to be just as spot on as the medical advice you receive when seeking out specs.

Managing director Jason Kirk said, “When you look at what people spend on shoes, we always found it surprising that people did not have more frames. Perhaps it was because historically there was not the choice nor the environment in which to buy them. Thankfully all that has changed.”

Kirk believes the whole experience of spending time in the Kirk Originals store is about fun and experience. “From the eye test right through to this playroom full of eye candy. Spending time in the Kirk Originals store is more akin to buying shoes or jewellery than the traditional view of buying eyewear,” he told Futurespace Magazine.

“Perhaps it is our goals as well that make us different. Our frames are not simply functional. You should wake up in the morning and feel excited about putting on your glasses.”

“Spending time in the Kirk Originals store is more akin to buying shoes or jewellery than the traditional view of buying eyewear.”

Kirk said it was a great honour to receive the Optician Awards Fashion Frames Practice of the Year 2012 award.

“I hope that we won because we are making people think afresh about eyewear – not only how they sell it but how they buy it. Environment is so important – who wants to buy a beautiful article to wear in the middle of your face in an atmosphere that feels like a dental surgery (sorry fashion dentists, no offence meant).”

Kirk says people are changing the way they think about eyewear and seeing it as fashion rather than ‘optical’.

“It is amazing what a difference good eyewear makes to your face, to your outfit, to your world!”