2020 IID 🏆 Awards

Honorable Mention | Synsam Flagship Store by Studio Stockholm

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.

Honorable Mention – International Interior Design Awards 2020
Firm | Studio Stockholm
Designer | Studio Stockholm

Project Category | Commercial Interior Built
Design Team | Alessandro Cardinale, Karolina Nyström, Lara Gengler, Michaela Tamm, Martin Eckerberg, Pernilla Ivarsson

Country | Sweden
Photographer/Copyright | ©Per Kristiansen

©Per Kristiansen


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-metre 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 colours 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.