Independent Harborne high street practice Brittain Opticians has seen a significant uplift in customer engagement following a creative window transformation delivered in collaboration with Birmingham-based design studio Dual Works.
The long-established eyewear specialist partnered with the studio to revitalise its street-facing presence, creating a new visual merchandising concept designed to attract attention, encourage interaction and better reflect the personality of the independent practice.
Positioned on one of Harborne’s busiest stretches, the practice’s large shop window had become visually cluttered and struggled to stand out among neighbouring retailers. With high streets under pressure nationwide as online retail continues to grow, the team wanted a display that would cut through the noise while remaining distinctive and welcoming.
Working closely with the Brittain team, Dual Works developed a playful and community-focused concept inspired by the traditional eye test. The installation incorporates magnetic lettering that allows staff to update messaging quickly and creatively, introducing an element of spontaneity while keeping the display fresh and engaging.
The adaptable system enables the team to regularly change messages and interact with the local community, helping the window become more than just a display, now acting as a conversation starter for passers-by.
Stripped back and visually confident, the installation stands apart from surrounding shopfronts while maintaining a calm, premium aesthetic that reflects the quality of the practice’s eyewear collections.
Materials including birch plywood, valchromat and powder-coated steel were selected to echo the craftsmanship and design-led nature of the frames stocked by the practice. Combining handcrafted elements with digitally manufactured components, the finished installation balances sophistication with approachability.
The transformation forms part of a wider, ongoing strategy to enhance the overall customer experience, spanning the shopfront, shop floor and broader brand identity. Alongside the window installation, Dual Works has also worked on reconfiguring the practice’s consulting room and is now progressing further interventions within the retail space, ensuring a cohesive and elevated experience throughout.
This holistic approach is already delivering measurable results. Brittain Opticians has reported its strongest ever first quarter in 2026, alongside a 12% increase in sales over the last financial year -demonstrating the tangible commercial value of design-led thinking in a challenging retail climate.
Matt Rose, owner of Brittain Opticians, said the impact was immediately noticeable.
“We wanted something that truly reflected who we are as an independent practice, and Dual Works understood that straight away. The new window is playful and modern but still feels personal. We’ve seen more people stopping, looking and coming inside – and they’re spending longer with us once they do. It’s had a tangible impact on the business.”
For Dual Works, the project reflects a wider shift in how independent retailers are rethinking physical spaces to strengthen their connection with local communities.
Zoe Robertson, Co-Founder of Dual Works, said: “Independent retailers can’t compete with online businesses on volume alone, so the physical experience has become more important than ever. By using thoughtful design and consumer psychology, retailers can tell their story, draw people in and create memorable experiences.
“Brittain Opticians already had a strong reputation in the community. Our role was to translate that personality into a window display that would spark curiosity and invite people to engage with the space.”
The resulting installation is both impactful and minimal, with its modular construction allowing multiple display configurations over time. This flexibility ensures the display remains relevant throughout the year while maintaining visual interest.
Now acting as a genuine point of engagement on the high street, the window draws attention from across the street and encourages passers-by to pause, interact and step inside.
By focusing on locality, simplicity and adaptability, the collaboration between two Birmingham firms demonstrates how creative visual merchandising can help independent retailers strengthen community connections and thrive on today’s challenging high street.