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.
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