In pictures: Vision Express flagship Oxford Street

Set across three floors, the store features large LCD screens connected to digital teams in head office to provide real time updates on products, as Vision Express seeks to interact with its customers through a different channel.

It features the largest Oakley shop-in-shop in Europe and its new Tom Davies concession, which offers customers bespoke glasses. A wall feature also displays and explains the range of contact lenses on offer.

The new store is located a few stores down from its original Oxford Street flagship.

Vision Express chief executive Jonathan Lawson said: “Opening this store shows our commitment to the high street. Clearly Oxford Street is a great place to be but it has always tended to be the other side of Oxford Street that has had the big stores, now with the new Primark opening near Tottenham Court Road, this side is getting more focus.”

Chef Heston Blumenthal, a famous spectatle wearer, who works as an advisor on product strategy at the retailer, was at the opening of the store.

He said: “I say to my chefs that service is more important than the food. And, in the same way, when you are looking for a pair of glasses that human interaction is key. This store has a massive team which make the whole experience come alive.”