Although successful with its online retail concept, Swiss eyewear brand Viu doesn’t underestimate the power of a brick and mortar presence, and now that it’s gradually becoming a household name in certain circles, an ambitious roll-out of new stores has kicked off in neighbouring Germany. The first store expansion has taken the brand to Munich where it has set up shop in a corner of the isarvorstadt, an area of town that through time transitioned from a Jewish quarter to a nightlife hub with many gay bars and clubs, but then again Viu seems to have a penchant for quirky locations.

Occupying a ground floor space of a mid-19th century building, it features a setting by co-founders Fabrice Aeberhard and Christian Kaegi that not only does justice to the building’s architecture, but at the same time also complies with the brand’s signature aesthetic. Against a backdrop of exposed brick walls dipped in a white hue, grid-engraved wooden panels present the current eyewear collections. Expansive windows allow in plenty of daylight, but the frames are highlighted by a sophisticated system of suspended lamps. Matching beautifully with the flooring of polished concrete is a custom-made table and two carefully sourced brass pendant lamps. The new Viu store carries the brand’s full range of eyewear. Coming up next month is an additional store in Berlin.

via Superfuture