An eye-opening store for opticians Michel Guillon on the Kings Road, London.

The store is characterised by a dynamic blue wall measuring 14 metres long. A grid of 462 compartments repetitively punctures the bright blue skin of the wall, each one preciously housing and displaying a pair of spectacles. This grid reveals the brilliant white flesh of the wall, emphasising the individual pairs of spectacles, engaging the shoppers and focusing their attention on the product. The wall contains a kinetic installation that magically 'controls' the spectacles - captivatingly pushing them beyond the skin of the wall and out into the open. As quickly as they appear they disappear, forming a dynamic landscape that brings the store alive.

Shona Kitchen and Ab Rogers with D.A. Studio and Dominic Robson (kinetic programming). Photographs by Dan Stevens.