Synsam Flagship Store by Studio Stockholm | World Design Awards 2020

Studio Stockholm: Honorable Mention of World Design Awards 2020. Synsam is Sweden’s leading optical chain, with a wide range of glasses, sunglasses, lenses, and accessories. The company is passionate about offering the highest level of service and knowledge in its field and its oldest stores have more than one hundred years of experience behind them. At the same time, Synsam is increasingly investing in the fashion and sports segments.


In 2016, stylist and designer Marina Kereklido started as the Creative Director for Synsam, and that same year a decision was taken to open a flagship store that would reflect the entire company with its long experience and leading position. At a time when physical stores are on the demise, the aim is to change that trend and show the value of having a physical environment with access to high-class service, eye examinations, and Europe’s largest selection of frames.

The 700 square-meter premises at Norrmalmstorg in central Stockholm was previously occupied by McDonald’s. Studio Stockholm was commissioned to transform the space into a modern store on two floors where the customer experience could be taken to a new level with the help of innovative ideas and solutions.

“We have investigated the notion of optics and turned that into a concept where structural glass in different patterns and colors support the concept. The fragile glass is complemented with solid and genuine, natural materials such as wood and stone“ says Karolina Nyström, architect at Studio Stockholm.

Firm: Studio Stockholm
Architect: Alessandro Cardinale
Category: Commercial Built
Project Location: Stockholm
Team: Karolina Nyström, Alessandro Cardinale, Lara Gengler, Michaela Tamm, Martin Eckerberg, Pernilla Ivarsson
Country: Sweden
Photography ©Credit: Per Kristiansen

Studio Stockholm is an award-winning architecture firm that works on projects of all sizes. Our business model is simple: We strive to be the best partner when it comes to understanding and developing our clients’ businesses. That is what motivates us – combining creative excellence with a business understanding and thereby developing value-added end products for our clients. We are there for our clients as an advisor and a partner throughout the entire journey, from creating a strategy and a creative concept to performing an evaluation and following-up.