Boots Opticians Wigmore Street opens as luxury eyewear destination

Boots Opticians has opened the doors to its new-look Wigmore Street practice in London, providing a luxury destination featuring designer frames and clinical care.

Following a seven-week refurbishment, the practice features a high-end design, elevating the historical architecture of the building and combining this with a modern look.

Optical equipment from the Boots Opticians’ archive is on display around the practice, further emphasising the history of the business.

The practice has two clinical rooms, a pre-testing space, a tucked away area for contact lens teaches, dispensing tables, and a private room. Clinical services include optomap scans, dry eye relief, and contact lens care.

Boots Opticians Wigmore Street showcases 40 designer brands including Lindberg, Porsche Design, and Gucci. Cartier and Chopard frames are exclusively available to customers in the Wigmore Street practice.

The historic Wigmore Street is known as a luxury retail destination. The practice, formerly Dollond & Aitchison, previously held a royal warrant and supplied eyewear to Queen Elizabeth II and The Duke of Edinburgh.

Boots Opticians has occupied the site since 2009, following the merger of the two brands.

Boots Opticians Wigmore Street

PinPep Photography

PinPep Photography

PinPep Photography

Describing the practice redesign as an “evolution” for the business, Gordon Dingwall, director of retail, operations, property and franchise at Boots Opticians, said: “We’re incredibly excited to open Boots Opticians Wigmore Street, in one of London’s most iconic luxury retail destinations.”

“Combining world class brands and expert clinicians, the store has been thoughtfully designed using gold motifs, heritage-inspired patterns and tonal gradients from our Boots brand identity,” he said.

Boots Opticians held an official opening event for the redesigned Wigmore Street practice, with members of the press and content creators in attendance.

Speaking at the practice opening, Dingwall shared that an optometry practice, and healthcare more broadly, has been a feature of the street for generations: “We wanted to take a nod to the heritage of this building, this street, and celebrate it, but to bring it into a modern feel where we elevate the product and service from this brilliant team.”

“For years, we’ve looked after customers in this store, and that’s why they come here – it’s for the care,” he told attendees, adding: “What we have tried to do here is elevate and bring to life the passion that we have for great products, great service, and great clinical care.”

PinPep Photography

Sophie Hermann at the Boots Opticians Wigmore Street launch

Sophie Hermann, designer and Made in Chelsea star, supported the practice opening, sharing: “I'm delighted to be in this beautiful new store to unveil Boots Opticians Wigmore Street before it opens to the public.”

Hermann recognised the heritage of the location, sharing: “Wigmore Street has long been synonymous with fashion and eyewear, and this store really celebrates this. It’s looking so beautiful.”

Introducing the designer brands on offer in the practice, Hermann suggested these are “curated in a way that feels inspiring and not too overwhelming,” adding: “I am very excited, because for me, glasses help me to express my personal style.”

Speaking to OT, she said: “I love that they kept all of these beautiful old facades. Even the new design still embraces the old – it's very complementary.”