Viu, the Swiss eyewear brand, has successfully entered the UK market by opening its first standalone shop in the vibrant heart of London’s Soho district. This new flagship store, located at 5 Upper James Street, showcases Viu’s commitment to creating bespoke interior designs that set them apart from the competition. The 850 sq ft space has been transformed into a captivating destination that captures the energetic spirit of London.
Headed by creative director Fabrice Aeberhard, Viu’s Soho store boasts a modern and innovative design concept that reflects the dynamic lifestyle of the city. A standout feature is the eyewear display wall, which serves as a focal point in the store. Crafted from glossy black anthracite stone, the display resembles a celestial sculpture, symbolizing a night sky filled with twinkling stars.
To enhance the immersive experience, strategic placement of mirrors on the walls and ceiling creates a sense of endless space, encouraging visitors to explore the Viu universe. The use of soft, dusky pink tones on the concrete walls and floors adds a cozy touch to the industrial-inspired decor. A Japanese Maple flower brings a touch of nature into the urban setting, underscoring Viu’s dedication to blending the natural world with its design aesthetic.
In a city where eyewear is a prominent category in retail, Viu’s presence in London’s Soho district aligns with the rising trend of specialized eyewear brands making their mark. As major department stores like Selfridges expand their eyewear offerings, Viu’s flagship store solidifies its position as a leader in the competitive market.
With its focus on delivering a unique and engaging retail experience, Viu’s new store in Soho is set to become a must-visit destination for fashion-conscious consumers and eyewear aficionados. The brand’s commitment to innovative design and customer-centric approach ensures that each visit to Viu’s flagship store is a memorable and enjoyable experience.
For more information on Viu and their eyewear collections, visit their official website here. To stay updated on the latest trends in eyewear and fashion, check out this article here.
