Gates Optometrists celebrated its move to a new central location in Hamilton’s CBD by toasting the new premises with a soiree for local business people, customers and guests at the end of last year.

Now based in Wiseman Central, an iconic building situated on the corner of Ward and Victoria Streets, the relocation means the business has come full circle, says Darren Savage, chief executive of Gates. The business began in 1991 as “Eyewear Collection” which was originally based on Ward Street. In 2004, the practice was renamed “Gates Opticians” and moved to Barton Street. Another name change to Gates Optometrists occurred after the business was purchased by Paterson Burn Optometrists in 2010.

Savage says he’s excited about this new chapter in the business’ history and the relocation within Hamilton central. “We were committed to staying in the CBD and our new location provides both high foot traffic and excellent visibility from passing vehicles.”

In recent years, Hamilton CBD buildings have been refurbished providing opportunities for businesses like Gates to relocate into purpose-friendly premises. Waikato Chamber of Commerce CEO William Durning says he’s thrilled Gates is remaining in the centre of town. “Businesses like Gates are reinvigorating Hamilton’s CBD.”

Gates’ new premises has floor to ceiling glass windows with brass trimmings, accommodating new display screens, replacing traditional poster advertising. The interior design, influenced by the Art Deco period of the Wiseman building, was designed by local architects Edwards White.

“As a large portion of our patients are professional males, we wanted the practice to appeal to them as much as it would to the professional female,” explains Savage adding how the masculine designs, influenced by the industrial look, were softened with lighting, both natural and artificial.

The sensory experience for Gates customers is also very important, he says. “The main door remains open and with the air curtain, we are able to maintain a comfortable temperature indoors all year round and block out some of the noise from passing traffic.” This is helped by surround-sound music, which also adds ambience. While mirrors are cleverly placed near the large windows to take advantage of the natural light for customers trying on glasses, says Savage, and shelves are lit up so frame colours pop. “The dispensing room is private yet our staff can still look out to the practice retail area and we use tablets to dispense if required throughout the practice to enable staff and patients’ mobility.”

Dale Thomas, Darren Savage and Essilor’s Chris Aldous