20/20's Retail Design Survey 2008

Just in case you missed this article from the
August 2008 issue of 20/20, here it is.

No matter how good your service is, no matter
how fantastic your product, the look of your
practice is a very vital part of how you are
perceived by your patients. While 20/20 would
never downplay the importance of providing
excellent healthcare and great customer service,
part of that service is having a dispensary that
reflects an image of high-quality and trust.

How you display products is many times just
as significant as the products themselves.
Read more:
http://www.2020mag.com/ViewContent/tabid/136/content_id/9599/Default.aspx

How To Succeed in 2009

The practices that succeed in 2009 will be the ones that are the best in their categories. That means they will be the best in selling, best in patient care and customer service, best in positioning themselves, best in describing themselves and best in creating a following. These excellent practices will take tons of market share away from "lesser" practices, potentially putting them out of business altogether.

This is so for two reasons. First, in a contracting economy, there is less business to go around so "survival of the fittest" applies. Second, savvy marketers know that this is not the time to cut the marketing budget or hold off on improving the look and feel of the physical facility. If anything you need to spend more on marketing in difficult times and go on with remodeling or moving to create a better atmosphere, attract new patients and boost your average sale.

Our current clients are doing things like:
1. Taking over the space next door, doubling the size of their optical and getting their displays built for 25% less than they would have paid a year ago. (The fixture manufacturers are hungry and willing to work for less.)
2. Buying new office condominiums at bargain prices with generous build-out allowances
3. Starting a brand new practice in a middle to upper income area with low rent, $30,000 build-out allowance and free rent for the first 4 months.
4. Buying an empty foreclosed medical building at a great price, using 60% of the existing improvements for their practice and spending less on construction.

All these folks are stepping up their game while most others are running scared. They are getting good value for their construction dollars. Within the next six months they will have stunning new offices that will attract new patients and tease more high end sales out of existing patients. Their competitors with old tired offices will go on grumbling about how bad things are and lose business to those with newer and better offices.

By the time these new offices open their doors, it's likely that the economy will be improving and these practices will get carried upwards on the rising tide. Consumers will want to make sure they are getting great value for their money as they cautiously open the pursestrings. Why should they go to a ho-hum office when there's a newer "wow-you" office in the area? Why should they settle for the same old experience in a so-so place when they can have a great experience in a really special place?

When it comes to my own business I am optimistic, courageous and action-oriented. I believe that when you strive to be the best and do not listen to the nay-sayers you always win in the long run. When the herd zigs, I zag. It's no surprise that our clients have the same attitude.

I love working with positive confident people helping them realize their vision of being the most successful practice in town. Next year there will be some practices who don't survive while those who differentiate themselves with true excellence will thrive. Which will you be?

OFFICE DESIGN TRENDS 2009

Totally Digital Office
New offices will have computerized diagnostic equipment and office management software all linked together to provide quick access to information from just about anywhere in the office. In the optical every styling table will have it's own computer. Multiple data collection rooms and multiple check out stations are a must to prevent bottlenecks and keep patient flow running smoothly even in a small office.

Design for Patient Experience
In economically difficult times the best way to make your practice stand out from the competition is to provide a great experience for the patient. The newest and most successful retail store designs take all of the senses into account. Hearing, smell, taste and touch are incorporated into the visual environment to create a sense of comfort. Optical offices can use a similar strategy to create a unique and memorable experience for the patient that makes them tell their friends about you and keep coming back.

Sustainability
The volume of sustainable materials for office interiors continues to expand, making it easier to find paint, furniture, fabrics and finishes free of unhealthy chemicals. Many commercial carpets now contain yarns made from recycled fibers. Being green is becoming mainstream.

Energy-conscious Lighting
LED (light-emitting diode) lighting technology improves by leaps and bounds. Prices have come down some but initial costs are still higher than for conventional fluorescent or halogen fixtures. However, LED's prove their worth over time with long lamp life and 60% or better reductions in electrical bills. Getting good color rendition for retail applications is still an issue. Most LED's are too cool (color temperature 5500K) or too warm (2700K). Some are available now in a 4200K lamp that gives a good balanced white.

Nature-inspired Colors and Patterns
The greening of America extends to colors inspired by natural materials. Greens are great for health care environments because of their calming quality. Dark brown and walnut wood tones are increasingly popular and work well with greens or blues. Spice tones provide warm but toned down accent colors like curry or nutmeg.

Gray is returning after a long run of tan and beige tone nuetrals. The newest grays are warm (pink undertone) rather than cool (blue undertone) and look great paired with walnut wood.



Dark walnut and medium cherry wood tones are paired with a touch of lime green for a warm invitation to the latest Morgenthal-Fredericks Opticians in Manhattan's Plaza Hotel upscale retail mall.



The two-toned wood floor in the Peter Lik Gallery (in the same mall) is so incredible it nearly upstages the amazing art photos. It certainly got my attention. I don't think I'd put a floor quite this bold in an optical because it would take attention away from the frames that should be the stars of the show. But it works for this gallery.

Vision Expo "Best of Show"

I had a very busy and productive three days at Vision Expo. Between meetings with current clients, prospective clients and magazine editors my dance card was full! With me at the show were Jennifer Anderson, our business manager and Jeff Cary, our architect. We were like the three musketeers scouring the show for the newest and best display products and frame lines. Here are my picks for "Best of Show."

New frame lines:

David Yurman - This jewelry designer is so well known and admired among the wealthy that he doesn't need to plaster his name or logo on the frames. And he actually designs the frames himself, unlike many designers who just license their name for use on a line designed by others. Yurman's frame designs have the same signature motifs and details as his jewelry, so those who know his jewelry recognize a Yurman frame immediately.

This is a very exclusive line with retail price points into the thousands, so it is definitely not for everyone. However, it is a great example of true luxury, elegance and sophistication. If your patients buy David Yurman jewelry, they will buy David Yurman eyewear.

Shanghai Tang - China's first brand name designer launched his first line of eyewear at the show. Each style is embellished with intricate metal details inspired by traditional Chinese jewelry, coins and art, each with it's own story. The combination of very wearable frame shapes with delicate symbolic ornamentation is a real winner. I loved these frames so much, I bought one for myself.

You only have to buy 28 frames to get their gorgeous showcase. It looks like a lacquered Chinese chest and comes with a red-tassled hand mirror. The silk brocade cases for these frames are a work of art on their own. Retail price points start around $300. With the great presentation and intriguing story behind these frames, you should have no problem selling them to patients who want something different and unique.

Andy Wolf - I don't often get excited by a men's frame line, but this one out of Austria really wowed me. The shapes are strong and masculine; some styles are thick and heavy but done with sophisticated European style that makes a man look absolutely great. Engineers, artsy and tech types will dig these frames.

Brand Identity Stand Out
Kio Yamato - If you carry this line, make sure your sales rep gets you the wonderful brand identity display piece shown in the photo. It is eye-catching and beautiful and really does a great job of communicating the essence of the brand. As you see in the photo you just place this display with the frames and you don't need anything else. Simple. Stylish. That's great merchandising.

The Shadowless Frame Display
Fashion Optical has been touting their "shadowless" frame display panels, but frankly, I didn't believe it until I saw it for myself. It works like magic. The panels look like textured glass, but they are actually acrylic made with a patented process. The t-shaped open temple frame supports show the frames very well, but normally has a lot of shadowing behind them.

The material somehow absorbs light and diffuses the shadows caused by intense halogen lighting and makes them disappear. Result? No more busy distracting shadows behind the frames. A great and unique product available only through Fashion Optical Displays.

Preventing Frame Theft

In a retail setting like a mall or even a strip shopping center theft is a problem that goes with the territory. These days even practices in a more professional medical setting can experience theft of frames (politely referred to by accountants as "shrinkage") The busier you get, the easier it is for dishonest people to get away with it.

One of my clients has his higher-end vendors help soften the blow from "lost" frames by getting the sales reps to give him a couple of no-charge personal frames every month or two. He says that he doesn't want to lock up his entire high-end inventory because he sells more if some frames are out and available for try-ons. That makes them more vulnerable to loss, but as long as the vendors help him out with personals he figures they both end up selling more frames in the long run.

So what can you do about it? Here are some suggestions.
• Sensormatic (or similar) inventory control system - has tags placed on each frame and an alarm that sounds if someone tries to walk out with a frame that hasn't been paid for. It entails having sensor stands on both sides of the door. The stands may not be all that attractive, but they send a message that you are not easy pickin's.
• Locking display cases and locking frame bars - It's not practical to lock everything up, but you should at least lock up your more expensive frames and sunglasses. It actually adds to their perceived value when they are presented behind locked glass doors.
• Surveillance cameras - some people put in fake ones that move as if they are panning around so people feel that they are being watched. Real surveillance cameras with a monitor in the lab are good for seeing if someone is in the optical, but a thief can too easily slip out the door with merchandise before you can stop them.
• Staff training - make them more vigilant with security training and a strict policy of always having an optician in the retail area whenever a patient is. Reward them with a bonus tied to decreases in the shrinkage rate.

20/20 Features Vision Source Texarkana!

Our design for Dr. Allen and Moser's new Vision Source Texarkana office building was featured in last month's issue of 20/20. The results achieved by this design have exceeded everyone's expectations, even my own!

Check out the whole story here

Tech. Stations Large and Small

One of the factors that helps a growing practice increase efficiency is having one or more technicians to do pre-testing and assist the doctor in many ways. Some ECP's describe their lead technician as the "quarterback" of the office who manages the movement of patients to create a smooth patient flow for the doctor.

Even a practice under 3,000 SF can benefit from having a small "tech station" where technicians can use a lensometer, do paper-work and keep an eye on the exam rooms. In larger offices a tech station is almost a necessity if you want maximum productivity for your techs. Give them a computer, a file drawer and any other equipment they need.

The placement of a tech station is critical. Techs need to see what is going on, who needs help, and who is ready to move in or out of an exam room. The need for these visual sight lines must be anticipated by the designer and created in the floor plan stage of the design. If a tech station has not been planned in from the start it's unlikely that you'll have space to add one later.

Solstice Sunglasses NYC

On a recent New York visit I carved out some time to see one of the newest upscale shopping centers at Columbus Circle (59th St.)

The Columbus Circle Center is not as large as those you find in Los Angeles, but it boasts two optical shops. Solstice is strictly sunglasses with mid-range priced styles displayed on the wall and higher-priced styles in locked table top showcases. Brand names are displayed neatly above each row of frames. I was impressed that the check out counter was kept relatively free of clutter.

The back-lit photos are dramatic and eye-catching. Even when the store is full of shoppers you can see these photos from a distance because they are above head-height. The all-glass storefront is a luxury that most optometric offices don't have, but the take-away lesson from this photo is that simple wall displays can be very effective. This designer wisely spent the construction budget on good lighting, graphics and elegant showcases.

Vertical frosted glass panels with a single small shelf on each panel make an eye-catching window display at Solstice. Only one brand name designer is featured at a time with a matching graphic above. This is a good example of how an utterly simple concept makes for great merchandising.

New book coming soon! Subscriber only discount!

My new book, Optometric Office Design Process and Pitfalls, will save you thousands of dollars and help you avoid the exasperating problems and runaway costs that other practitioners experience when they build a new office.

We’re in the final stages of setting up the web page for the book and it will be available as an instant downloadable e-book on or before February 15. We’ll be offering a subscriber-only discount for a limited time, so watch your in-box for the announcement.

You also get a valuable F*R*E*E* bonus – Barbara’s Best 25 Floor Plans – with the book if you order by the deadline.

Bad News for Builders is Good News for You

The media is having a field day with the latest economic figures released by the government. All the business commentators are talking about the country going into an economic slow-down (no one wants to use that bad word "recession" just yet).

They love to sound the alarm and play on the public's fears. It's good for ratings. When housing starts slow and home prices slide backwards the construction industry is the first to feel the pinch. People start cutting back their spending because of the bad news, and sure enough, the economy slows. Many practitioners see their numbers drop and start crying the blues, blaming it all on the economy.

However, well-prepared practitioners have nothing to fear. If you have had a good marketing program going all along, you might have to turn up the heat a bit to keep on the same growth curve. If you have no regular marketing program or if you just do it hit or miss, you could be in trouble with no quick way out.

Getting a good marketing program in place takes time. It requires testing for results and then tweaking to make improvements gradually. When you first start out with a new plan it's like the flywheel on an engine. It takes a lot of effort up front to get it spinning, but once it gets going it has momentum on its own. The time to get it in place and working is before the economy gets rocky.

Successful people don't sweat it when the real estate market and the construction industry are down. That usually means interest rates are down too, so they can see opportunity where others see lack.

What are smart practitioners doing these days? They're out finding new space to lease or buying an existing building or land for a new building. Contractors have had a long run of fairly good times and high construction prices in the last few years, but now that's all changed in most parts of the country.

For people who have all their ducks in a row this is a great time to build a new office. Contractors don't have as much work as they used to, so there is more competition for the work that there is and bids are lower. That's good news for the customer.

Let the rest of the world run scared. If you have worked hard to make your practice successful and are ready to take a step up, 2008 could be the perfect year to build the new office you've been wanting!

Construction Costs - Reality vs. Wish

When people call me to talk about building a new office, one of the questions I ask is, "How much per square foot have you budgeted for construction?" The answers mostly range from "I don't know" to $50 per square foot, which is way too low for an all-new interior build-out.

My rule of thumb for estimating construction costs is to figure $100/SF or more for interior only projects. If a client budgets for that amount and it comes in under, then we celebrate. For new buildings you can figure $250 per square foot or more.

Florida is one of the most expensive places to build, topped only by California and New York.. The last project I did in Florida, which was completed in the spring of 2007, came out to $125/SF. And that was for a very simple, no-frills design!

When you are planning a new practice you need to be informed on the realities of construction and design costs. People in the midwest and rural areas like West Texas can often get their construction done for less. But just about anywhere on the East Coast or West Coast it's always higher than you thought it would be. I'm hoping that my projects that are going out for bid in the next month or two will come in for less than last year's average. That's because there's less construction going on and more competition among the contractors now at the start of 2008.

You have to keep in mind that we work almost exclusively with clients in zip codes where at least two out of the top five lifestyle groups have a median income of $75K or more. When all the median income figures fall below $50K, we may not be the right design firm for the project. We don't go overboard with expensive finishes, but we do design to high quality standards that perform well for our clients for 15 to 20 years or more. Quality does not come cheap.

The point is you must do a lot of planning and research when it comes to opening a new practice or moving your existing one. Make sure you get realistic average construction cost figures for your area. If you are going into a higher income area that fits our profile, you can call me and I'll tell you what the latest "BWD Construction Cost Index" is.

Don't be discouraged if the numbers don't look like they will work out the first way you try. You may have to look for a smaller space or a place with lower rent. If you want to attract higher income patients, you can't skimp on construction costs, but there may be another strategy you can employ to make your project work.

Top 10 Reasons and Ways to Go Green

By National Association of the Remodeling Industry (NARI)

Should you use green (environmentally friendly) building materials the next time you remodel or build a new office? The National Association of the Remodeling Industry shares reasons and ways to go green.

1. Lowers energy consumption
2. Reduces operating costs by increasing efficiency
3. Conserves natural resources
4. Increases the value of the building
5. Improves indoor air quality and in turn, overall health
6. Reduces waste and emissions.
7. Lowers pollution causing less harm to the environment
8. Increases productivity of occupants
9. Improves quality of life and raises comfort
10. Saves money

Common Design Mistakes: Poor Sightlines

The line of vision between a person and an object is called a sightline. In optical design controlling the sightlines of what patients will see as they travel from one room to the next is a nuance that is left out of many office designs. When done correctly patients don’t realize that their sightlines have been carefully planned and limited. What they perceive is a very neat, clean and professional office.

A good optical designer knows where the messy places are likely to be: lab, contact lens storage, business office, private office, staff lounge. In addition patients in the main waiting area should not be able to watch doctors and staff scurrying about in the clinic area. You need to anticipate which rooms and areas should be completely hidden or partially obscured, then position walls and doors to allow little or no view for the patient.
Concealing unsightly areas must be thought-out and designed into the floor plan right from the start. If you don’t like what patients can see after the office is built, it’s too late to fix it.

Food for thought from a recent SCORE, "Counselors to America's Small Business" newsletter

I found a fascinating interview with business writer and lecturer Dan Pink in a recent SCORE (Counselor's to America's Small Business) newsletter. He says, "you can’t compete by process or economies of scale, but you can differentiate yourself through design, storytelling, the ability to see the big picture, and empathy."

Q: You stress the importance of design in right-brain thinking. What does that mean?

A: It's not solely about image. Design is utility enhanced by significance. You understand who your customers are, what they need and why, and what it takes to give meaning to your product or service. For example, many studies have found that the environmental aspects of health care facilities can enhance the healing process. Now, these facilities are being built with more natural light, meditative gardens, and other features to enhance the patient's experience.

Q: How does the design concept apply to small businesses? 


A: Small business owners should be more attuned to a high-concept design because for them, it's a matter of survival. How you position yourself and the processes by which you serve your customers are all design decisions because they differentiate your business from something that may otherwise be perceived as a commodity. Many functions that professional services firms used to provide are now automated—e-filing taxes or checking mortgage rates online, for example. A high-touch approach may be your only way to offer customers something they can't find anywhere else.

Q: How can a small business owner develop design literacy? 


A: Do things to enhance your sensibility to design, such as keeping a design "diary." Jot down any examples of good and bad design—whether it's a store layout or a company's customer service process—and review them periodically. That kind of awareness sharpens your eye and enhances your level of understanding.

To view the newsletter in its entirety, visit:

September SCORE Expert Answers

Q & A - Customized Storage

Someone asked me a question recently about customizing a cabinet design for storing stock lenses in the lab. It prompted me to think about how many different items need customized storage in a typical optometric office. How can you be sure that the things you want to store will fit in your new cabinets? Here's the original question and my answer.

In designing our new lab we have the idea to utilize a cabinet as the stock lens drawer. We are wondering if there is already a concept design for this? We are thinking of have the shelves on an incline for easy viewing, and the shelves slide out.

I usually recommend buying an all metal stock lens cabinet from your lab equipment supplier that's designed to hold a lot of lenses. You can eliminate a base cabinet and put that unit in its place.

It is possible to custom design drawers for lenses if you work directly with the cabinetmaker on the detail. You'll need to give him a lens sample in the largest size you would be using, discuss your ideas with him and have him do a "shop drawing" of it.

The cabinetmaker's shop drawing is a very detailed technical drawing that shows how he will build the cabinet. He starts with the designer's cabinet elevations, then draws up each cabinet design after he has taken field measurements.

He may have to adjust some of the original dimensions to fit the actual space available. The designer and you as the owner or tenant should both review these drawings to insure that all the colors and materials are correct and that any changes made still reflect the intent of the design.

Once the shop drawing is done and appears to be correct, you may want to have a sample of one drawer made so you can try it out with the lens blanks and see if it needs to be further modified. These drawers would need extra heavy-duty glides and extra-strong joinery to be able to stand up to years of heavy use.

Anytime you want to put any special item or piece of equipment (like a computer tower or trial lens tray) inside a cabinet, do not assume that there will be enough room for it. Your designer and cabinetmaker will do their best to interpret your needs. However, unless you give them the exact dimensions you want or a sample of the item you want to store, you might be disappointed in the end result.

The more specific your cabinets need to be, the closer you must work with your cabinetmaker. If you provide samples to him, and then the item doesn't fit when he delivers the cabinets, you can make him re-do it to get it right.If you do not provide a sample of the item to him and require that he create a mock-up for you to approve before going ahead, you will have to just take what you get, whether it fits or not.

Your designer should note on the plans where specific items must fit and state that the cabinetmaker must obtain a sample of the item and provide shop drawings (and mock-up if needed) for your approval before he starts fabricating the cabinet. That's the best way to protect yourself from being disappointed in any of your cabinets.

Accessory and Lens Display

At GW Eye Associates in Carlsbad, CA this passage from clinic area to dispensary provides a convenient and quick stop for lens brochures, samples, products and accessories. Although my general rule for frame display is to have a white background, we can break the rule in secondary display areas like this.

The shallow adjustable glass shelves hold mostly items with a lot of color and mass, like the literature holders, lens cleaner bottles and such. Here a dark background makes those colors pop. Showing only a few frames on this rich purple background works fine here.

However if this display was showing only frames, the dark background would make many of them almost disappear. If you have a situation like this where your frames are displayed, there’s a fast and easy cure. Just paint the back wall of the display white or install a fabric-covered panel on it. Now you’ll be able to see all the frames in that display, even rimless and delicate metals.

One other design feature to notice is the “radiused” (rounded) corners around the open doorways. In this case the walls are entirely wrapped with wall covering, but a painted finish would look good too. This detail adds a lot to the overall atmosphere of the office design. It’s softer and more contemporary.

Little touches like this can make your office feel special and inviting. Patients may never comment on the rounded corners. All they know is that they love being in your office.

LED Lighting Revolution: Why Gucci Snatched Up These Light Fixtures

Oh, boy! I'm steamed! Months ago I specified new state of the art LED lighting fixtures for a green-conscious forward-thinking client. When it came time to ship the order, the manufacturer said, "Sorry, all of our inventory was sold to Gucci for their new store in New York."

I know that my client had personally ordered those fixtures over three months ago because they told him it was a long lead item that could take 12 weeks. We were able to get a different LED fixture as a substitute but it was not my first choice. That just chaps my hide, as they say in Texas!

The question is: why did Gucci throw their weight around to snap up all those fixtures for their newest store? Why are manufacturers scrambling and failing to meet the demand for these new LED fixtures?

LED (Light Emitting Diode) technology has been used in some products for years, like laptop screens and flat screen TV's. Until recently LED's were cost-prohibitive for general lighting products. Now at last LED lighting fixtures at justifiable prices are available to the commercial construction and consumer markets.

Why have designers been chomping at the bit for LED's? Take a look at the upside and the downside of using LED's in your next office.

LED ADVANTAGES

1. SUSTAINABLE
When burnt-out fluorescent tubes hit the garbage can, the inert chemicals and glass in them end up in our landfills. They cannot be recycled. LED's are a sustainable lighting product, which nearly all other lighting products are not. Many of the materials used in their manufacture can be recycled.

The light source lasts for 10 years or more. That means no bulbs or tubes to throw out and replace. Nothing goes into landfills during the useful life of the fixture.

2. ENERGY EFFICIENT
Initial costs are higher than conventional fixtures, but over the long run you get lower utility bills and zero replacement bulb costs.

3. LOW HEAT EMISSIONS
LED'S provide a solution to the long-standing problem of heat produced by halogen lamps. Halogen display lighting held the title of "king of display lighting" ever since it was introduced. It produced the whitest and brightest light for merchandising difficult products like eye wear and jewelry.

LED's are clearly superior when it comes to the heat problem. Their heat emissions are practically non-existent compared to halogen or incandescent.

4. COLOR RENDERING

The color rendering (how true colors look) of the light was poor in early LED's, being either too warm or too cool. Bright, well-balanced white light is required to bring out the colors and details of eye wear.

Now you can get LED's with the kind of light that we could only get from halogens in the past. So, not only has the heat problem been solved, the color rendering problem has been solved too.

LED DISADVANTAGES

1. INITIAL COST
Although prices are gradually coming down for LED's, they are still more expensive than halogen lighting. But as more manufacturers jump on the LED bandwagon, prices will come down. If you invest in LED's now the lower energy usage can make them less expensive than halogen over time.

2. AVAILABILITY
As of this writing delivery time is 12 weeks or longer for the few manufacturers who are actually producing these products. There is no telling when the supply will catch up with the demand, but eventually it will as the factories get into gear to produce mass quantities.

For years I scoured our trade shows and industry magazines for the retail designer's holy grail: lighting that was white enough and bright enough to make eye wear spring to life but doesn't produce all that heat.

Just like any other technological wonder the first products weren't perfect and were relatively expensive to boot. As manufacturers raced to solve the color problem, I knew it was just a matter of time until they got it right and brought the prices down. When they get the availability problem solved, we will be able to light our homes and workplaces with light that is good for us and light fixtures that are good for the environment.

From now on all my clients are getting LED lighting wherever it is appropriate. Oh, yes, I forgot to mention that many LED's can be dimmed without expensive transformers or special switches. That means you can have money-saving LED's in exam rooms and data collection areas too!




The manufacturers are working hard to get more product produced in their overseas factories now, so the lead times will shorten in the coming months. In the meantime I'll be pushing clients and their contractors to get their LED orders in super-early, before the plans are even submitted for permit.

Just because we're not a multi-million dollar fashion house, that doesn't mean we can't have the same state-of-the-art lighting for our offices and shops. So there, Gucci!

Learn more about LED lighting at these websites:

http://www.ccrane.com/lights/led-light-bulbs/index.aspx

http://www.llfinc.com/demos.htm

Printemps

The elegant Paris department store, makes it's home
in this massive architectural wonder. I always enjoy shopping the
high end department stores in New York, like Bloomingdales, Barneys
and Saks Fifth Avenue, but I'll never be able to look at them in
quite the same way now that I've see Printemps.

The spectacular glass dome is the centerpiece and heart of the
store. Three tiers of exquisitely detailed balconies rise from the
main floor to ring the domed atrium. My hat is off to the Printemps
store design team. They have preserved the original architecture,
but added modern lighting in a way that enhances the grand style of
this building.

The different colors behind the railings are a high-tech addition
that you'll see in more and more new stores here in the states.
This LED (Light Emitting Diode) technology is harnessed and
programmed by computer to change color throughout the day.

LED''s are energy efficient and run cool, unlike halogen or
incandescent lights. The initial cost of LED lighting is higher,
but the light source runs for thousands and thousands of hours
(could be 10 years or more!) before you ever have to service the
fixture. Studies show that the average utility cost is much lower
over the life of the fixture.

The cost of these systems is still prohibitive for smaller
retailers, but like all technology today, the cost comes down as
each new generation of the product is created. I predict that it
won't be long before color-change lighting systems will fit into
the construction budget for O.D.'s who want to attract high-end
business.

Here in the USA we have fewer opportunities to find spaces with
beautiful architectural detailing like this for an optometry
office. However, we can be inspired by these ideas and adapt them
to add a touch of high-tech wonder to new designs.

I Want A New Office...Where Do I Begin?

From Ask The Expert:

Q. I am a solo ophthalmologist who has been in practice for 6 years and have rented space within a family practice office. I have now outgrown the rented space and would like to move on up to about 1600-2000 sf for me with room for a dispensary and another office or two to rent out. What is the best way to start looking and creating the office of my dreams? (or the one that I can afford). I know this is a vague question but I 'm at a loss for how to begin this journey.

A. You need to do some business and financial planning before you'll be able to really start down the road to your dream office. Knowing what you can realistically afford is the first step. Otherwise you have no way of evaluating whether a location is a real possibility for you.

I'd suggest speaking to a few different practice consultants about what you want to accomplish. Then select the one who seems best able to guide you in putting together a business plan for your practice.

You will most likely need a loan to build your new office and the bank will require a good business plan (and the track record of your current practice) in order to approve the loan. In the course of putting together the business plan you can do some preliminary scouting for office space and find out what the rental rates are in your desired area.

Good luck with your new office!

How Much Will My New Office Cost?

Q. How much will my new office cost?

REMODELING PROJECTS are the most difficult to "guess-timate" before you have actual plans in hand because the amount of work can vary so much. If you are remodeling a small dispensary you probably need to budget at least $20,000. to do enough to make a real difference. Medium to large dispensaries can cost $30,000. to $50,000. or more.

BUILDING OUT AN INTERIOR SPACE varies according to labor costs in your area. Generally it's more expensive to build on the East Coast or West Coast and less expensive in the Midwest and South. Figure on spending $75. to $100. per square foot on the average for a nice office with good quality materials, custom cabinets and state of the art dispensary lighting.

BUILDING FROM THE GROUND UP starts at about $125. per square foot (not including the land) for a simple building in a medium or small size town with lower construction costs. You could easily spend $150. to $250. per square foot and more for a building in or around a busy metropolitan area.

You can ask contractors in your area what a typical commercial building costs in your area, but the numbers he quotes you will not include the specialized display fixtures and lighting you'll need in the optical area. Be sure to add on $25,000. to $50,000. more for your optical.