Following a series of successful pop-ups across Europe, Act & Tate has opened its first brick and mortar eyewear boutique located in Amsterdam's canal district. The bright, minimalist space is stylish and caters to the no frills experience offered by the brand's e-tail shopping service.
Similar to Warby Parker and Bailey Nelson, the boutique is successful in its attempts to represent the brand's values and aesthetic in its first physical location. The store features all-white spotlights that boost the natural light that reaches the back of the shop during daylight hours. The center of the eyewear boutique features a single long rectangular table around which customers can take a better look at the offerings.
The Ace & Tate eyewear boutique also offers in-house optical measuring, with a machine neatly tucked away behind sliding doors at the back of the shop.