The Silhouette Group, a family-owned company based in Linz, is opening its first brand experience store. For the first time, all three of the Group’s eyewear brands – Silhouette, NEUBAU EYEWEAR and evil eye – will be available under one roof. Located in the historic Palais Herberstein in Vienna’s first district, the store has been designed around the themes of ‘health and style’.
Unique experience in architecture and sustainable materials
umdasch The Store Makers were commissioned to provide general contracting, shopfitting and digital retail services for the realisation of this extraordinary project. In close cooperation with the concept and design team of the Ippolito Fleitz Group, umdasch created a future-oriented brand world. In keeping with the motto “see and experience”, the focus is on personal experience – the three brands of the Silhouette Group can be experienced and felt here.
Sustainability played a central role in the shopfitting: for the shelves and back walls, the shopfitting experts from umdasch used the material ECHOJAZZ, which is made of 100% PET with a minimum of 50% recycled PET. The materials used had to meet the requirements of environmentally friendly and durable shopfitting. At the same time, the charm of the historic building was preserved – the original staircase of the Palais Herberstein was integrated and forms a stylish connection between the floors. An extraordinary refraction room in the stairwell draws all eyes to it as a central element. Here, the shopping experience is combined with state-of-the-art advice – a tribute to the DNA of the Silhouette Group.
Craftsmanship meets digital innovation
Special highlights in the form of innovative digital elements, realised by the umdasch digital experts, underline the exclusive character of the store: on the ground floor, an L-shaped, approximately 30 sq m LED wall welcomes visitors. The large-format installation, implemented by the umdasch digital professionals presents brand content in impressive size and resolution. In addition to the impressive LED wall, umdasch also used forward-looking digital solutions such as a virtual ‘try-on station’ on the first floor. This technology, which is already used on the Silhouette website, allows customers to try on eyewear models – both in stock and out of stock – and see themselves on a screen that acts as a mirror. This feature supports the personalised customer journey and the design aesthetic of the store.
“The HOUSE OF SILHOUETTE shows how the combination of shopfitting, experience architecture and digital solutions can be most successful. It was a pleasure for us at umdasch to support this project – from the general contractor services to the production and installation of the shopfitting and the installation of the digital elements. The result is a unique place that impressively reflects the identity of the Silhouette Group,” says Christian Walder, Key Account Manager at umdasch The Store Makers.
