Optician Ace & Tate has opened a store in Hamburg in Germany that further develops the retailer’s bid to use strategic design-led store concepts to boost brand awareness and profile.

The Dutch retailer, which sells glasses and sunglasses online, now has five permanent standalone stores in Germany & Holland. Its latest in Hamburg, on the Schanzenstrasse

Looking to add a local touch the brand commissioned Hamburg artist Stefan Marx to produce a mural and cool orange neon light with a call to action to all shoppers to “Come take a look” at the merchandise, try it on and get feedback from your friends. For the opening week, the brand collaborated with Smallville Records who created a pop-up space where they were selling their limited edition and rare vinyl.

Ace & Tate debut in Hamburg

Designed by Standard Studio the store is built on the principle of a maze and has the mission of enabling product discovery at its core.


Schanzenstraße 27, 20357 Hamburg, Germany