As Silhouette Eyewear launches distinctive, cutting-edge design brand neubau, Eyestylist asked Daniel Liktor, Head of Brand, to explain the origins and to give his own input about the new collections available in stores in June (optical collection) and in the Autumn 2016 (sunglasses).
“My professional background is rooted in strong brands; Mercedes-Benz/smart, Puma and Red Bull; my positions were linked to brand, product, sales and licensing,” explains Daniel, who says his arrival at Silhouette is a special journey. “We have a clear and outspoken vision for neubau. We want to become a benchmark within the field, with an independent lifestyle eyewear brand for trend-oriented, quality-driven consumers.” Above: Daniel Liktor, Head of Brand, neubau eyewear
Since his arrival at Silhouette, Liktor has become aware of how discerning the modern urban audience is today. “For them, eyewear is more of a lifestyle accessory than a medical aid – they want to express their personality through their style, and they see eyewear as part of their selected outfit. The product quality and fit for everyday comfort is important and has to be spot on. A definite plus is a unique, genuine and interesting brand story.”
neubau frames are made from lightweight polymer, a custom stainless steel or a mix of both. Both materials produce very light designs with a high level of comfort. For the optician, they are easy to glaze, easy to adjust. The colour concept is based on a trend-inspired assortment of colours including new ones like copper.
“The copper is a good example of what we’re offering,” explains Daniel. “It’s a buzzing trend in interior design but it’s unexplored in eyewear. We always cross-check with what other industries are doing, especially fashion, interior design and other lifestyle industries.”
Silhouette’s Austrian heritage gives a significant reference point and mark of quality. “We produce all our frames in Austria. Being part of Silhouette International, we are proud of our background. This is one of the reasons why the brand is named after a district in the Austrian capital.”
Liktor also refers to other districts when explaining the neubau concept, and references his own love of travelling. “There are so many (places) out there! I’ve been travelling a lot in my past and these districts have always been a focus. Almost every big city has a place like Neubau with a special energy…Prenzlauer Berg and Mitte in Berlin, Brera and Tortona in Milan, Shoreditch and Hackney in London, the Meatpacking district, Manhattan and Williamsburgs/Brooklyn, NYC. This is how we got inspired.”
For more information on neubau eyewear, visit www.neubau-eyewear.com CN