Silhouette Group has spent decades pushing eyewear forward. From the pioneering SPX® material to the revolutionary Titan Minimal Art, precision, lightness and technical innovation have been at the heart of the brand from the beginning. With NEUBAU and evil eye, the portfolio has grown to encompass a more progressive, urban and sporty perspective.

Creating harmony between these very different personalities is no small task. The HOUSE OF SILHOUETTE occupies two floors of the historic Palais Herberstein in central Vienna, but Ippolito Fleitz Group’s design is anything but traditional. The ground floor functions as a dynamic interaction space and touchpoint for the three brands, while the upper floor contains in-depth product presentations framed by fluid forms, tubed glass and stainless steel. The two levels are connected by a grand Gründerzeit-style staircase that winds around a tantalising curved column, which extends out to become the futuristic Eye Test Space.

While Silhouette Group is leading the discussion around the future of eyewear, it had never expressed itself through music. Ears are essential for supporting glasses on one’s face, but they had been overlooked as sensory receptors in the world of Silhouette.

HearDis! translated the visual language of the space into sound, creating a single Soundtrack that lets all three brands have their say. As the day progresses, the balance shifts from a more refined Silhouette character towards the more zeitgeist-oriented NEUBAU and sporty energy of evil eye, reflecting the changing audiences from morning to evening, as well as the varying rhythms of weekdays and weekends.

The music also follows the customer journey. On the entrance floor, where the brand experience takes centre stage, it is more present and welcoming. In areas dedicated to advice and sales, it becomes more discreet. Around the staircase, sound helps draw visitors towards the second floor; upstairs, it becomes a more subtle backdrop to product presentations and eye testing. Getting the mix right goes beyond choosing the music. HearDis! planned the audio around the architecture, acoustics, materials and needs of the space, including innovative wireless speakers that preserve the clean visual language of the interior.

The result is a House where the three brands come together without losing their individuality. Silhouette Group has always been exceptionally precise about what people see. Now, for the first time, it has a sound to match.

This store won the EuroShop RetailDesign Award in the Fashion and Lifestyle category in 2026. Following this success, the HearDis! collaboration continues with the second HOUSE OF SILHOUETTE in Hamburg.