Cubitts opens first store outside of London
The new practice has opened in Brighton, accompanied by the launch of an exclusive collection of spectacles, inspired by the city’s architecture
The city is a former home to the company’s namesake, Thomas Cubitt, one of a pair of Victorian brothers and architects who created many of the iconic buildings in London as well as the Kemp Town estate in Brighton.
The new store features an interior inspired by a modernist twist on the seaside, “with a touch of bucket-and-space nostalgia.”
“We’re very proud to be in a position to not only be opening our first store outside of London, but to be opening a new store in this period at all,” explained Cubitts’ marketing and communications manager, Liz Moffat.
The store was originally due to open in April, but this was delayed as a result of the outbreak of coronavirus (COVID-19) and the lockdown in the UK.
“As soon as we were confident that Cubitts had survived the lockdown, we were able to get started on construction, but it meant we had to be incredibly agile with our planning,” Ms Moffat continued.
As many external factors had been impacted by the pandemic, the workload had to be re-aligned with the vendors and construction partners.
“It has certainly required a lot of patience due to the longer lead times and conflicting priorities, and we're still learning how consumer behaviour has changed post-lockdown, but we feel very lucky to be in this position,” Ms Moffat added.
With the link to Brighton through the namesake Cubitt Brothers, the brand felt there was a “natural connection” to the city.
“Brighton’s North Laine is an area full of creativity and we’re really looking forward to becoming a part of the community there,” Ms Moffat commented. “We’ve spent a lot of time researching and learning about Brighton’s history, which is reflected in both the design of the store and in our exclusive Brighton Collection of made-to-measure frames.”
The launch of the new Brighton Collection accompanies the opening of the new store. The collection is available exclusively in the new shop.
It includes four silhouettes, each inspired by a piece of the city’s architectural heritage; such as a chunky rounded frame that takes design cues from the Grade II listed Saltdean Lido, or the Madeira frame which mirrors a bird’s eye view of Brighton pier.
The frames are handmade to order and are available in a choice of over 300 Italian acetate colours and patterns, with face measurements taken on an iPad using Cubitt’s head scanning technology.
“We hope that the collection will not only show local customers that we are interested in their city and their history, but that handmade, perfectly fitting frames don’t have to cost the earth,” Ms Moffat commented.
The store is open seven days a week offering eye examinations, frame fitting and adjustments, and bespoke services.