
Silhouette Opens Its First Brand Experience in Vienna: Introducing the House of Silhouette
A new space in the heart of the Austrian capital merges design, technology, and experiential retail in the eyewear sector.
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: exhibitions, fashion shows, eye yoga sessions, talks, and installations alternate thanks to modular furnishings. 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. Recycled materials, such as PET felt used in the display panels, reflect a growing focus on responsible and sustainable design.
More than a retail store, the House of Silhouette functions as a hybrid between showroom, creative lab, and immersive experience — a project that looks toward the future of retail in the eyewear industry. It’s not just a celebration of the brand’s legacy, but also a step toward redefining how products and people connect, in line with new consumer expectations.