Viu has broken new ground by venturing up north, setting up shop in the heart of Copenhagen. The Swiss eyewear brand has secured a top location on Pilestræde, a narrow through fare lined with some of the Danish capital’s most coveted boutiques. The Viu boutique occupies the ground floor of a late 18th century building, and similarly to its other stores, it features an understated interior design by its creative director Fabrice Aeberhard. The design formula resonates well with both the brand’s following and design aficionados, and it’s not only adapted to each location’s dimensions, but also to the prevalent sensibilities.
For this setting, cues have been taken from Danish traits and values, such as closeness to nature and ecological thinking, and these are captured by the use of natural and sustainable materials. Adding up to the Viu’s self-proclaimed affiliation with the realm of lifestyle, fashion and design, the store additionally presents an exhibition of Scandinavian artists and designers Freya Dalsjø, Olivia Frølich, Amalie Adrian, Albert Grøndahl, Lea Guldditte Hestelund and Gro Sarauw on the second floor, curated in collab with le Mile magazine. The new Viu boutique carries the brand’s full range of prescription frames and sunglasses.
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