Specsavers at 100% Optical
The Client
Specsavers is a much-loved British retail chain that delivers exceptional eye care and audiology services, and stylish, affordable eyewear to millions of customers annually. Founded in 1984, it has grown from a single opticians in Guernsey to become the UK’s leading optical retailer. It operates over 900 stores across the UK, Ireland and multiple international markets.
As a family-owned business, Specsavers maintains its commitment to customer-centric care while pioneering optical technology and innovative retail solutions. Its iconic ‘Should’ve gone to Specsavers’ marketing campaign has embedded the brand in British culture, symbolising its mission to improve lives through better sight and hearing.
The Project
We have a long-standing partnership with Specsavers and have worked together on several projects over the past few years. For our latest collaboration, we were tasked with designing and building a new bespoke exhibition stand to help Specsavers make an impact at 100% Optical 2025.
The event, which took place at the ExCeL, in London, in March, is the UK’s premier annual optical event. Organised in partnership with the Association of Optometrists, the show provides a platform for eyecare professionals to source the latest eyewear technology and solutions, gain valuable industry knowledge and insight, and network with peers through one-to-one meetings and informal events.
The Solution
Specsavers had booked a massive 17m x 11m space for this event and wanted their stand split into two distinct areas.
At the front, we built a reception and waiting area with a central welcome bar. Flatscreen TVs showed educational content while visitors enjoyed branded macarons and drinks in recycled cardboard containers. It incorporated feature towers with neon eyes, linking back to two hospitality areas with corporate colour furniture.
Visitors moved through a bespoke queuing system at either side of the bar to the rear of the stand, which housed a dedicated clinical and professional development area. This space featured a large LED screen playing educational content, a presentation area for Specsavers speakers, and cabaret-style seating for delegates.
The stand also had large format graphics across the interior and exterior and high-level suspended branding from the ceiling for enhanced visibility across the exhibition hall.
Its highlight was a bespoke, interactive wordsearch game which we built and coded, challenging visitors to find words related to the Specsavers brand as quickly as possible. It featured a leaderboard and data capture system, and the winner each day won a £250 experience voucher.
The Impact
Our bespoke exhibition stand transformed Specsavers’ presence at 100% Optical, generating unprecedented engagement with industry professionals. It received a high volume of footfall across the event, with many visitors spending lots of time exploring the interactive environment.
The innovative wordsearch game proved remarkably successful, capturing hundreds of qualified leads while reinforcing Specsavers’ brand messaging in a playful context.
Beyond immediate engagement, the stand facilitated meaningful professional conversations, allowing Specsavers to showcase its commitment to clinical excellence and career development opportunities.
Testimonial
“The latest bespoke exhibition stand Ei created for us exceeded our expectations in every aspect. What impressed us most was how perfectly it balanced our professional credentials with our friendly, approachable brand personality.
“The interactive elements created a genuine buzz around our presence, while the educational space reinforced our commitment to raising clinical standards across the industry.
“We had such a great reaction to the stand from everyone involved. It really helped us stand out in a crowded environment, and the execution was first-class.”
Philippa Simkiss
Head of Industry Engagement, Specsavers