(L to R) Joshua Pianko (Vitra Eyewear), Marvin Freeman (Vitra Eyewear), Skip Stephenson (South Coast Plaza), Cosmas N. Lykos (Vitra Eyewear), Barney Page (South Coast Plaza).
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COSTA MESA, Calif.—Vitra Eyewear, a new luxury eyewear boutique, debuted this past weekend here in South Coast Plaza, as the first of what is intended to become a new group, over the next few years, of select-location luxury stores from the Las Vegas-based partnership of three eyewear industry veterans including Marvin Freeman, Cosmas N. Lykos and Joshua Pianko. Lykos told VMail, “We think there should be a Vitra footprint in other metropolitan markets in the U .S., but we will look for only the right locations. We expect to add one or two stores a year where it makes sense, over time.”

The word “Vitra” is Latin for “glasses” or “vision.” For Vitra Eyewear, the mission is “to offer the world’s most unique eyewear collection,” emphasizing

Vitra is a new luxury retail store which opened in South Coast Plaza
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artisan and high-end fashion designer collections in both sun and ophthalmic styles, showcased in a store that “redefines luxury,” its executives said.

As part of its million-dollar build-out, Vitra Eyewear has placed its full-service lab behind glass in the front window of the store. Customers and passers-by can view every step in the process as board certified opticians create prescription lenses. Said Lykos, “Customization and transparency is important today in all industries. People want to know the details about the product they’re buying. Having an onsite lab is not completely new, but we want to showcase it in a luxury setting and we dedicated valuable square footage to show people, literally, the craftsmanship that goes into creating lenses. From inside the store, the lab will be walled off behind a glass wall. We’re also offering an exclusive Optikam technology which enables, via iPads, 3D imaging to help fit lenses as well as try on.”


Vitra has put the Rx surfacing lab inside the store’s window.
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The collections within Vitra include Dior, Fendi, Sospiri, Linda Farrow, Salt, Theo, ic! Berlin, Gold and Wood, Retrospecs, Thierry Lasry, Dita, Lindberg, Celine, Shamballa, Barton Perreira and Chrome Hearts. Also featured is the Luxuriator by Franco, available in solid 18K yellow, white or rose gold with micro pave diamonds and custom buffalo horn temples.

Headquartered in Las Vegas, Nevada, the Vitra Eyewear Group LLC is a luxury optical company created by the three partners. Freeman is one of the original luxury optical retailers through the Davante and Optica stores, among dozens of others around the world. Lykos is a former Oakley executive, co-owner of OSA International (distributor of Chrome Hearts and Blinde), a board member of Dragon Alliance. Pianko, a financial and operational exec, has worked with Freeman since 2007.