projects | Viabizzuno progettiamo la luce

brand-new theo eyewear store has been designed by studio veelaert's architects, shadowed by europe's first skyscraper. an accurate project that matches an extraordinary creativity and anoperative selling experience transforming the existing place from a simple store to a prestigious eyewear workshop. on the root of the entire store's design there is the theo brand: dynamic and international. fast kinetic lines perpendicular to the façade become design, attracting clients to visit the inside. once entered, these powerful kinetic lines are broken up by an illuminated white wall, which becomes the furnished exhibitor for the sun glasses, from ground to ceiling. white is in contrast with the dark and colorful sun glasses, highlighting them. thanks to a diffused light, sun glasses seem to flutter, and importance is therefore turned on their design. this white element not only sets attention on sunglasses, but carries on in the basement, linking the two floors. the gray stone floor and the red wood closet, placed behind the white wall, confer a warm and solid atmosphere to the selling area. on these solid materials sun glasses, with their fragility and delicacy, tell their individual and unique story. bright pink walls and big mirrors are used to disorient and guide visitors attention. these colors contribute in accentuating theo's frivolous character. typical warmness of wood is found in the majestic staircase that lead to the basement. a calibrated and set use of light, and the staircase that widens while heading down, add a major dynamic perspective. automatically client's attention is drawn toward another area of the store. the vertical lines of the windows not only give a playful attitude to the store, but can also be used to place advertisement in window display. the pedestrian area of eiermarkt's curve is the store‘s location, roofed on one side it allows the project to become a point of attraction, distinguished by the charming theo brand in all its shapes. design is not only visible during the day, but also during night: a red blinking light attracts night wanderers to watch the windows. theo eyewear's heart seems beating while the store is at rest, waiting to open again the morning after.