Customer Experience​ ​
HOUSE OF SILHOUETTE ​​

The HOUSE OF SILHOUETTE in Vienna is the Silhouette Group’s first brand experience store, setting a new benchmark for the premium eyewear industry. It seamlessly merges historic Viennese architecture with a high-end, innovative retail concept. The interior design translates the brand’s core DNA—lightness, precision, and craftsmanship—into a space where premium materials and sophisticated lighting emphasize the superior quality of the eyewear.​

Upon entry, a massive 30 m² LED wall delivers immersive digital storytelling, drawing visitors into the unique world of the Silhouette Group. This experience is complemented by a mirror-like virtual try-on station that allows for photorealistic digital fittings of the entire portfolio, extending well beyond the physical stock available in-store. The result is an intuitive, personalized, and highly emotional customer journey that perfectly bridges the gap between physical touchpoints and digital variety.​

Both solutions are seamlessly integrated into the store’s architectural design and form part of a scalable, modular digital ecosystem. This strategic approach enhances customer engagement and conversion while reinforcing the brand’s global premium positioning for the future.