Complicated is easy, minimalist is difficult. Even more difficult is minimalist design that stands out. That is why we love this little contact lens shop in Tel Aviv, Israel. It is a store concept for Adashot by EyeCare designed by Lee-Ran Shlomi Gidron of Tel Aviv-based Miss Lee Design.
It is apparently the first and only store in Israel that sells nothing but contact lenses. And that posed the main challenge of this project: How to display something as tiny and indistinguishable as contact lenses?
To start, Miss Lee created a word cloud to describe contact lenses: Cleanliness, Transparency, Clarity, Reflection, Gliding, Lightness and Tension between black &white. From that, the two main design elements emerged: The embossed-digits-wall inspired by sight tests, and the six light fixtures with concave mirrors. Minimalist, beautiful and stunning. - Tuija Seipell