Definitive Vision, Midtown Crossing’s full-service eye care center, is inviting the community to come and see its new, bigger space and what could be a world-record breaking, original work of art.
The eye-catching mural, which will be unveiled at a grand opening party, today, August 1, is a large-scale version of a colorful – and functional – Ishihara Color Test plate. Ishihara Color Tests are used to determine if someone is color blind.
Definite Vision tapped Omaha artist/illustrator Joe Nicholson to complete the mural. General manager and veteran optician Dan Florence had seen his wall work during a visit to Midtown Crossing’s Ugly Duck.
The mural, which depicts an Ishihara-style peace sign, measures about 10.5 feet in diameter. The question now – is it the biggest representation of an Ishihara Test plate in the world, worthy of a Guinness World Record? Florence is working to find out.
“There are big murals but not like this. I really have not seen a functioning Ishihara Color Test on this scale. I’m in contact with Guinness, sending them evidence,” Florence said. “I just have to hear back from them. It may take a little bit.”
The mural is the design centerpiece of Definitive Vision’s new office at 3157 Farnam Street, Suite 7105. Twice the size of the original location, it will allow Dr. Shannon Elwood and his team to build on a reputation for premier service with extra space for eyewear repairs/adjustments and additional staff, including another eye doctor, new exam equipment and additional frame lines.
“We’re getting some unique brands in here – some funky stuff – but we still have a selection of traditional frames. And even though we’re a boutique, our pricing doesn't necessarily align with that culture. We have the $400 frame, but we also have frames that would be totally covered with most insurances,” said Florence.
He added, “We also use technology in lenses that box chain places don't have access to – so we stand very much apart but still in a very similar price point.”
The grand opening event, set for today, August 1, from 3:00 – 7:00 p.m., will feature free food from CRAVE, drinks (two local brews, bourbon and wine) from PROOF and hundreds of dollars in giveaways, including $50 gift cards and concert tickets.
The entire Definitive Vision team (plus some friends and family) contributed to the aesthetic of the new office. In addition to the mural, it is outfitted with furniture from Midtown Crossing’s Hutch and a collection of vintage optics.
“We want to look like we belong in Midtown Crossing because this is a hip little place down here, and we’re surrounded by awesome businesses and people. Physically, visually, we wanted to step up our game and have some fun with functioning vintage optics: stereoscopes and view-masters from 120-130 years ago,” Florence said. “I don’t want people to just go to the eye doctor; I want them to have an optical experience.”
Definitive Vision, which has amassed a collection of 5-star reviews on Facebook, Google and Yelp, opened in Midtown Crossing in 2011. It joins a list of successful businesses – including Callahan Financial Planning, Garbo’s and Hutch – that have expanded their footprint in Midtown Crossing and Omaha’s resurgent urban core.
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