The three brands will share a common space, and this should also be reflected in the corporate design and naming of the new retail brand. We are developing a consistent naming concept for the location and its individual areas. With HOUSE OF SILHOUETTE, the unifying theme becomes a visual representation, as do the brand and functional areas spanning several floors.
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HOUSE OF SILHOUETTE: Retail Branding
Experience it!
HOUSE OF SILHOUETTE: Retail Branding
The Silhouette Group is a global brand and has been the market leader in the premium rimless eyewear segment for decades. Through its three brands — Silhouette, Neubau Eyewear and Evil Eye — it caters to various target groups within the luxury, fashion and sports sectors. At the end of 2024, the Silhouette Group will open its first retail store in Vienna. Our holistic concept encompasses interior design, branding and brand communication within the store.
Share it!
The ground floor becomes the STAGE, reflecting its multifunctional use as much more than just a sales area. The first floor is home to the STUDIO, a workshop where visitors can customise eyewear from the three brands. In addition to optometric analysis in the Eye Test Space, the Lightness Bar's digital terminal offers more than 170,000 combinations for completely customisable eyewear.
Tell it!
The graphic concept is reflected in the in-store signage system, retail collateral, and an extensive merchandising package — a sophisticated interplay of sharp and blurred areas combined with optical refractions. Bags and business cards tell the story of HOUSE OF SILHOUETTE, as do chocolate bars, glasses cleaning cloths and sightseeing tips for the city.
Show it!
An 8-metre-long, floor-to-ceiling media wall on the ground floor is an eye-catching addition to the room concept. For the initial presentation on this surface, we are developing a film concept that plays with the themes of precision and lightness, sharpness and blur. Gently animated colour gradients shift to structures that echo the glass tube walls in the STUDIO area. A meditative flow of intense power streams through the stage and radiates through the shop window onto Herrengasse in Vienna.
Facts & Figures
Client
Silhouette International Schmied AG
Status
Completed
(2024)
Photography
Philip Kottlorz
Copyright
Ippolito Fleitz Group
Team
- Murat Cakan
- Tilla Goldberg
- Sarah Grgic
- Jana Grubic
- Axel Knapp
Awards & Publications
Online Media
