Luxottica has opened an eye-shaped superstore in Melbourne, Australia based on a new concept that is due to be rolled in Australia and in other countries, where it could bear other brand names. Conceived by a design consultancy called E2 and trading under the banner of OPSM, the big Australian optical retail chain owned by the Italian group, the 1,500-square-meter store in Melbourne offers about 3,000 models of sunglasses and prescription frames.

Luxottica claims it is the largest optical retail store in the Asia-Pacific region, even possibly in the world. It aims to offer high-quality service to its clients. At least 18 employees are on the premises, including a concierge at the door to greet customers. It also offers a play area for children.

The shop has seven optometrists at all times and an in-house laboratory for the production of lenses. It features video-based interactive mirrors and two simulation rooms to test glasses for glare and wind resistance. Its wind tunnel will be equipped with an exercise bike and a treadmill to test the eyewear in varying outdoor conditions.

The eyewear on display will range from affordable models to exclusive diamond encrusted designer pieces, including two Bulgari frames that sell for A$18,000 (€12,400-$16,400). The premium Ray-Ban and Vogue collections is the largest offered at any Luxottica store around the world and the range of children's glasses is the largest in the Southern Hemisphere, according to the group.

The company plans to open similar stores in Australia in the coming months, starting with Brisbane and Sydney. The concept is also due to be rolled out in the group's key markets including China, the U.K. and the U.S.