Framework for celebrating individuality

Framework – Bailey Nelson’s design principle – is inspired by the very glasses they sell. Distinctive and striking, it brings a structure to everything they create, from posters and patterns to the in-store experiences. What’s more, it’s easily customised to celebrate different looks and locations, and acts as an incredibly effective framing device.

We created a customisable framework that celebrates individuality. So we utilised a framework conceptually and physically to allow stores to reflect the personality of the local area. From the washed out colours of Bondi beach to the dark and moody tones of Melbourne, each store can customise their view on the world.

Founded in Bondi Beach in 2012 — the recent rebrand and retail strategy has helped Bailey Nelson on their mission to grow into an incredible team across 16 boutiques in Sydney, Melbourne, Canberra, Brisbane and the Gold Coast, 6 boutiques in London, 5 boutiques in Canada, and more recently 3 newly opened boutiques in New Zealand. The brand has also become a platform to launch cross platform collaborations with different entrepreneurs in each city invited to create signature eyewear collaborations. Socially their #LookDifferent campaign has become a rally call to celebrate individuality and empower people globally to look different. Bailey Nelson's future is looking brighter than ever.