World premiere: House of Silhouette
In November, the Silhouette Group, a family business based in Linz since 1964, is opening something unique worldwide: the House of Silhouette. The store at the prominent address Herrengasse 1 in Vienna's 1st district is all about seeing. Here, customers can immerse themselves in the fascinating and inspiring world of perfect premium eyewear on two floors, feel it and experience it for themselves.
This heralds a new era for the Silhouette Group, just in time for its 60th anniversary. For the first time ever, the family-owned company is enchanting its customers directly in its own store and delighting them with all three of the Group's eyewear brands under one roof: Silhouette, evil eye and NEUBAU EYEWEAR. With the House of Silhouette, the Silhouette Group is creating an unforgettable premium customer journey.
Addressing customers directly and with vision
With this opening, the globally successful family business from Austria is underlining its innovative focus on the future. For sixty years, the Linz-based family business has successfully relied on optical and selected specialist retailers; for a few years now, Silhouette sunglasses have been available in some countries via the brand's online store. Now - in addition to the existing channels - the first store is being added. The House of Silhouette puts the customer at the center of attention with comprehensive visual and needs-based advice, offering them an unforgettable shopping experience that will turn them into long-term brand lovers. The House of Silhouette is the perfect place to show consumers the full potential of premium eyewear made in Austria in all its facets. "Herrengasse has become a hub for Austrian quality brands in recent years, and we feel particularly at home here as a family business," says Reinhard Mahr, CEO and CFO, explaining the choice of location.
Ideally positioned for the future
"Sixty years ago, my grandparents redefined glasses - from a visual aid to an accessory. Since 2017, we have been offering not only frames but also lenses, which are manufactured in our state-of-the-art Lens Lab at our site in Linz. Ultimately, we are now taking a big step towards consumers and offering advice and sales," says Michael Schmied, CMO, explaining the strategic development of recent years.
Health and style are at the heart of the world created by designer Peter Ippolito. The experience architecture was implemented by Umdasch as general contractor. On the first floor, visitors can expect an installation with a wow effect: a 40 m² LED wall.
The retail experience is not intended to replace the partnership with specialist retailers - on the contrary: "The House of Silhouette focuses on the personal experience. It is a place where our three brands can be experienced and felt. It is also an important step for the Silhouette Group to be optimally positioned for the future and to understand our retail partners and consumers even better," explains Michael Schmied.
