Friday Likes 259

We get a little weird this week with projects from Moscow and St. Petersburg, Tallinn, and Barcelona. P.Y.E by Facultative Works P.Y.E, short for Pimp Your Eyes, is a small chain of optical stores in Russia, with two retail locations each in Moscow and St. Petersburg. Their identity, designed by Facultative Works, is all kinds of funky and unhinged from any conventions about retail stores that sell eyeglasses. It’s hard to describe and/or discern either the concept or the aesthetic other than “have fun” and “make it look cool”, which may not always fly in this industry but when done with so much conviction and detail as here, well, it’s damn enjoyable. I love how the P.Y.E transforms into a smiley face, I love all the random shapes and lines, I love the