Vienna’s fashion scene is about to be graced with a revolutionary concept: The House of Silhouette, an immersive new experience in luxury eyewear. This November, Austrian eyewear giant Silhouette Group will unveil its first-ever flagship store in the prestigious Herrengasse district, marking a milestone for the family-run company as it celebrates its 60th anniversary.
An Immersive Retail Experience
The House of Silhouette is far from your typical eyewear boutique. Designed to bring the brand’s ethos to life, this two-story space offers visitors an opportunity to interact with all three of the group’s brands—Silhouette, evil eye, and NEUBAU EYEWEAR—in a single location. It’s not just about trying on frames; it’s about stepping into the visionary world of Silhouette, where every detail is crafted with Austrian precision.
Located in the heart of Vienna’s luxury shopping hub, the new store is designed to leave a lasting impression. From its cutting-edge interior by the renowned Peter Ippolito to the show-stopping 40-square-meter LED wall, the retail space promises a sleek, modern ambiance where fashion meets function.
A Legacy of Innovation
Silhouette has long been at the forefront of eyewear design. Founded in 1964, the brand redefined what eyewear could be with its revolutionary Titan Minimal Art collection in 1999—frameless, hinge-less, and screw-less glasses that weigh just 1.8 grams. These ultralight frames, produced entirely in Austria, have become a hallmark of craftsmanship, with each pair going through over 100 quality checks before leaving the factory.
This dedication to quality has earned the company over 50 patents and 100 design awards. Now, Silhouette is expanding its offering by integrating its unique Lens Lab into its operations, creating a full spectrum of premium eyewear solutions from frames to lenses, all crafted with the same uncompromising standards.
Customer-Centric Innovation
The opening of the Vienna flagship store is a bold new step for the brand. While Silhouette products have long been distributed through a network of specialized retailers, this new direct-to-consumer strategy is set to revolutionize how customers interact with the brand. The store will offer personalized consultations, tailored vision assessments, and an unparalleled shopping experience that keeps the customer at the heart of the journey.
According to Michael Schmied, the company’s CMO, “The House of Silhouette allows us to engage directly with our clients, offering a personal experience where they can explore our collections in-depth. It’s not just about selling eyewear—it’s about connecting with customers in a meaningful way.”
Looking to the Future
With sustainability high on the agenda, Silhouette is also working toward a future of zero carbon emissions. Since 2022, the company’s production has been completely carbon-neutral, and it remains the only eyewear manufacturer to have earned the EMAS (Eco-Management and Audit Scheme) certification from the European Union. As Silhouette pushes forward, it’s clear that the company is committed not only to shaping the future of fashion eyewear but also to making a positive impact on the planet.
In November, fashion enthusiasts and eyewear connoisseurs alike will have the chance to experience this next-level fusion of style, craftsmanship, and innovation firsthand. The House of Silhouette promises to be more than just a store—it’s a new destination for those who view eyewear as more than a necessity but as an essential part of personal expression.
Prepare to be wowed.
