Bilbao Effect Fuels Demand for Premium Eyewear
Bentonville, United States - December 25, 2025 / Mertins Eye & Optical /
BENTONVILLE, Ark. — As Northwest Arkansas continues to grow into a nationally recognized hub for culture, creativity, and innovation, Mertins Eye & Optical has expanded its downtown Bentonville eyewear collection to reflect the changing tastes and expectations of the community it serves. The expansion introduces exclusive partnerships with some of the world’s most respected independent eyewear designers—brands typically found only in major metropolitan areas. For Northwest Arkansas residents, it means access to thoughtfully made, design-forward eyewear without leaving downtown Bentonville.
A City That’s Grown Up—And Grown Curious
The transformation of Bentonville is increasingly cited by urban planners and art historians as a textbook example of the "Bilbao Effect"—a phenomenon where a world-class cultural institution, like the Guggenheim in Spain, acts as a catalyst for total economic and social revitalization. Since Crystal Bridges Museum of American Art opened in 2011, Bentonville has transitioned from a quiet corporate headquarters into what the Wall Street Journal calls the "Capital of Cool."
"Just as the Guggenheim redefined Bilbao, Crystal Bridges has fundamentally reshaped Bentonville,” said Dr. Allyson Mertins, owner of Mertins Eye & Optical. “When people are surrounded by great art and design, they want that same level of care and craftsmanship in everyday things—whether it’s the architecture of their home, the farm-to-table dining experience, or the handcrafted frames on their face."
Driving a New Standard of Quality
The region’s growth is backed by staggering statistics. Bentonville’s population surged by over 53% between 2010 and 2020, and the city continues to welcome more than 35 new residents every day. This influx of well-traveled, high-earning professionals has pushed Bentonville to the top of numerous "Best Cities" lists. In 2024, the Milken Institute ranked Northwest Arkansas as the #7 Best-Performing City in the U.S., and Southern Living named it one of the "Best Cities on the Rise."
This growth has driven a pursuit of quality that permeates all sectors:
Housing: Luxury developments like Scissortail and Evening Star are setting new architectural benchmarks, with custom homes often exceeding 5,000 square feet and featuring world-class design.
Food: A burgeoning culinary scene, with local favorites like Onyx Coffee Lab and chocolatier Markham & Fitz, is dawning national attention.
Retail is becoming more curated, favoring quality and story over fast fashion. Mertins Eye & Optical fits naturally into that shift, as the exclusive retailer for luxury eyewear brands such as Ahlem, Barton Perreira, Moscot, Lapima, Krewe, Mykita and SALT Optics—each known for thoughtful design, premium materials, small-batch production, and meticulous attention to detail.
“Eyewear is something you wear every day,” Dr. Mertins said. “Our patients want eyewear that makes them look great and that reflects their individual style. In a city where you are surrounded by world-class art and intentional design, it makes sense to choose eyewear that feels just as considered. We've expanded our exclusive brand partnerships to meet this demand in Bentonville and the rest of the region."
More Than Eyewear
Alongside its expanded eyewear selection, Mertins Eye & Optical continues to focus on comprehensive eye care, advanced diagnostics, specialized dry eye treatment, and individualized vision solutions. According to Dr. Mertins, “The goal is simple: pair state-of-the-art eye care with elevated eyewear so our patients see clearly, look great, and live well.”
Area residents and visitors are invited to stop by the downtown Bentonville location at 240 S. Main St., Suite 180 (in the breezeway of the Ledger Building), or schedule a comprehensive eye exam or personalized eyewear styling appointment by calling (479) 552-5020 or visiting www.mertinseye.com.
ABOUT MERTINS EYE & OPTICAL
Based in Northwest Arkansas with locations in downtown Bentonville and Fayetteville, the award-winning Mertins Eye & Optical provides comprehensive eye care alongside a carefully curated selection of independent eyewear brands. Led by optometrist Dr. Allyson Mertins, the practice is known for its patient-focused approach, clinical excellence, and thoughtful approach to design.
Media Contact:
Allyson Mertins, O.D.
Phone: (479) 552-5020
Email: allyson@mertinseye.com
Website: www.mertinseye.com
Contact Information:
Mertins Eye & Optical
240 S. Main Street, Suite 180
Bentonville, AR 72712
United States
Allyson Mertins
+1 479-552-5020
https://mertinseye.com