Premium Austrian eyewear manufacturer Silhouette has marked its 60th anniversary by launching its first brand experience store in Vienna’s historic Palais Herberstein, a neo-baroque Gründerzeit building near the Hofburg.
The two-storey House of Silhouette reimagines traditional retail through innovative design and technology. The ground floor functions as a dynamic interaction space featuring moveable furniture that can transform the area into a stage for fashion shows, exhibitions, eye yoga sessions, and seasonal events. A full-height curved LED wall serves as both backdrop and visual focal point, with adaptable content that eliminates the need for physical room reconfiguration.
The two-storey House of Silhouette reimagines traditional retail through innovative design and technology
The upper floor showcases Silhouette’s three brands: Silhouette, Neubau Eyewear, and Evil eye, each presented at dedicated sales counters reflecting their brand identity. Evil eye appears in carbon, Neubau Eyewear in minimalist concrete, and Silhouette in elegant pale slats.
Curved transparent walls made from glass tubes create fluid zoning while maintaining the space’s ethereal atmosphere. These elements reference Silhouette’s iconic Titan Minimal Art eyewear, while symbolising the transparency, lightness, and precision common to all three brands.
The eye test space, formed by an organic spiral column extending from the grand staircase, houses state-of-the-art optometry equipment for personalised lens selection. Collections are displayed on gently inclined shelves with ingenious lighting, complemented by felt surfaces made from recycled PET material.
Interactive stations between brand areas provide personalised advice, establishing the venue as an evolving experiential space rather than traditional retail outlet.
