The modern spectacle maker for the modern man (and woman) has opened its new branch in the heart of Moorgate. Cubitts City sits at 118a London Wall and has gone to great lengths to honour the wealth of history its new location has to offer.

From its gently curved interior – a nod to the original Moor Gate arch – to its long, lean curves and futuristic shelving, storage and mirrors, which echo the nearby Barbican Estate’s modernist architecture, this is much, much more than your average trip to renew your prescription. This is a Cubitts trip to renew your prescription. 

The brand has long been known for its first-class service and ability to provide prospective eyewear buyers with a range of high-end frames at a comparatively affordable price to the majority of other designer glasses brands. 

To celebrate the opening, a week of suitably quirky festivities are lined up for customers to enjoy. On Tuesday, a sea of Eye Health Juice shots will be provided in-store for customers perusing the new shop floor; on Wednesday, illustrator Alec Docherty will be in-house customising tote bags; on Thursday there will be complimentary Allpress coffee on offer in the morning, followed by espresso martinis in the afternoon and early evening; and on Friday there will be another sea – this time an alcoholic one, with a range of cocktails set to be served throughout the afternoon.

All of this alongside a week-long lucky dip in-store, where customers have the chance to win Cubitts’ new City Collection frames and discounts on a range of other products. Store opening seems less than adequate to describe this spectacle.

On a side note, as ever in the runup to Christmas, retail is pushed to go that extra mile. And Cubitts has stepped up to the challenge. In its very own Snapchat-esque filter style, customers can use The Speculator service and view a range of the brand's frames on their face digitally. Ho ho no need to leave the house. 

Gimmicks aside, watch this new space in Moorgate. Before long, the saying will be: “Should've gone to Cubitts City.” Mark our words.

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