Hot on the heels of last month’s store opening in Munich, Viu’s first ever expansion abroad, an additional retail chapter has launched in Berlin. The Swiss eyewear retailer may have its roots in the digital realm, it sure knows about the added value of a brick and mortar presence in key markets such as the buzzing German capital. Here, it has decided to settle in Tiergarten, an area of town which is slowly emerging as the edgier version of the overtly gentrified Mitte district. Viu has secured a ground floor unit at a colossal office building which was once the head office of a major national newspaper.
The building’s lower façade is clad in white stone, and this particular hue extends well into the store, covering the walls, floor and ceiling, visually creating added volume and light. The design is by Viu’s founders Fabrice Aeberhard and Christian Kaegi who decided to recreate their signature eyewear wall in an eye-catching, and dare we say rather exotic, green marbled version. Furnishings are matchingly sparse, consisting of a sleek industrial-inspired table and stools and a single display unit. The new Viu store stocks the brand’s full range of sunglasses and prescription eyewear frames.