Ace & Tate pop up at Droog Hotel, Amsterdam
Ace & Tate pop up at Droog Hotel, Amsterdam Ace & Tate pop up at Droog Hotel, Amsterdam

Spectacular space: Online glasses shop pops up in Amsterdam

25 : 06 : 2014 Warby Parker : Hôtel Droog : Ace & Tate

Amsterdam – Opened last year, Ace & Tate is Europe's answer to Warby Parker. Like the American start-up that changed the model of spectacles shopping, Ace & Tate provides low-cost glasses and a free at-home try-on system. 

Despite the success of the online model, the brand recently decided to open its first retail outlet – a pop-up shop inside Hôtel Droog. The ground floor pop-up – which will be open until the end of August – displays Ace & Tate spectacles and sunglasses in a minimalist installation that is bright and inviting. All of the glasses on offer come at the affordable price of €98 (£78, $133), including a prescription if necessary.  

Going glasses shopping used to be an unsexy affair. Combine the bright, unflattering lighting and mirrors of typical opticians and the prices of the glasses, and the result was a shopping chore rather than an enjoyable experience. Now, we are seeing a rise of spectacle-sellers who are focusing on e-commerce as their main source of transactions and creating stores that embrace a boutique aesthetic but with affordable price points. For more, read our Perfect Vision microtrend. 

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