To mark its 60th anniversary, Austrian eyewear company Silhouette has opened its first brand experience store in Vienna. The new House of Silhouette is located inside Palais Herberstein, a neo-baroque Gründerzeit building just steps away from the Hofburg, reinforcing the strategic relevance of the location. Spread across two floors, the space introduces a new model of interaction between brand, product, and audience. The ground floor is designed as a dynamic and flexible area where traditional retail gives way to cultural and social experiences. A full-height curved LED wall provides an ever-changing visual backdrop, while a monumental staircase turns the path to the upper floor into a narrative journey. Upstairs, the company’s three brands – Silhouette, Neubau Eyewear, and Evil Eye – are presented in individual spaces, each defined by materials and shapes that reflect the identity of the brand. The interior is structured with curved glass and stainless-steel walls, evoking transparency, precision, and the lightness typical of the collections. A dedicated Eye Test Space offers customers the chance to undergo advanced optical testing to personalize lenses based on individual needs.

August 2025