28 November 2024
 Yesterday Fashion.at was early at the preview of the first flagship store of the Austrian eyewear brand Silhouette. Before the 'House of Silhouette' in the luxury boutique area at the corner of Kohlmarkt next to the Hofburg in the noble Herrengasse 1 was opened to the press, there was time to talk with colleagues from Switzerland, Germany and Austria about topics such as the differences between the professions of optometrist, optician and ophthalmologist (eye doctor) and the trend of the relatively new recognized profession of optometrist in Austria, which has a higher qualification than that of an optician and below that of an ophthalmologist. Optometry was also a theme at the opening of the new House of Silhouette, where light, fashionable styles and sporty frames are fitted with specially cut lenses that are individually measured by optometrists in a high-tech room in a space capsule or cocoon-like building. But one thing at a time. The 'House of Silhouette' was symbolically opened by Reinhard Mahr, CEO and CFO of the Silhouette Group, and Michael Schmied, COO, with the cutting of a banner. In the entrance area, a selection of typical and current models from the three labels of Silhouette International Schmied AG, which is headquartered in Linz, Upper Austria, and exports to more than 100 countries (95% export share). The brands are Silhouette, Neubau Eyewear and evil eye. Michael Schmied, a member of the owner's family, gave the welcome address and introduced the program of the press tour, focusing on the contemporary architecture and design of the flagship store in the historic building. The estimated 30 journalists were divided into three groups. Fashion.at was lucky enough to be in the group where the architect of the House of Silhouette, Peter Ippolito, guided through two of the three floors of the flagship store. The third floor, where opticians are trained, was not part of the tour. On the ground floor, two themes dominated Peter Ippolito's presentation: The inspiration for the contemporary architecture of the store and the practical usage of its spaces. The design of the store is inspired by the characteristic futuristic, practical and lightweight design of Silhouette eyewear, and the creative dialogue with the surrounding architecture of the heritage buildings; Ippolito made special mention of the Viennese modernist building 'Looshaus', designed by Adolf Loos in the early 20th century, which can be seen from the inside of the store through the windows. It's planned that the lobby will be used for special events in the future. Needless to say, Silhouette, which was recently awarded the Austrian Leading Company Inclusion Award in October 2024 (source), has an elevator in the store. Peter Ippolito concluded the first part of the tour by noting that the stair carpet in the lobby ends in the shape of a tongue, inviting one to step up to the next floor. At the end of the winding grand staircase, a round space capsule with the appeal of a cocoon was the first attraction. Upon entering the Eye Test Space, which is equipped with the latest high-tech eye measuring equipment, visitors find themselves in a room that is acoustically softened by its rounded ceiling and materials such as a light-colored carpet. Appointments for vision tests - including for driver's licenses - or premium vision analysis by master opticians and optometrists can be made online at silhouette-group.com even before the store officially opens on December 2. Architect and designer Peter Ippolito continued the tour on the second floor, paying particular attention to the layering of curtains and glass columns behind the display shelves, which visually invite visitors to discover the eyewear models. The overall design offers possibilities for flexibility, such as in the corner, where circular action photos with dates of the triumphs of Austrian top athletes of 'Ski Austria', of which Silhouette is an official partner, are placed. Another highlight is the seamless integration of the digital shop into the retail store, where a large screen for 'virtual try on' (also available on the website of Silhouette) can be used as an additional try-on option. During the press tour, the interactive screen quickly became a selfie station. Images: Fashion.at took some pictures of the world premiere of the opening of the House of Silhouette on November 27th in Vienna. The picture on the left shows (from left) Michael Schmied, COO, and Reinhard Mahr, CEO and CFO of the Silhouette Group, cutting the banner. At the top right, the Eye Test Space; at the bottom right, a view of the Looshaus from inside. |
|
|