Swiss eyewear label VIU has opened its first standalone UK store, located in the heart of London’s vibrant Soho area.

VIU has become renowned for developing bespoke interior design concepts for each of its flagship stores across Europe, successfully fusing signature design elements, synonymous with VIU, with site-specific adaptations and furnishings that consider the history and pre-existing construction elements of the store building and neighbourhood surrounding it.

VIU’s Creative Director Fabrice Aeberhard was inspired by London’s fast-moving and dynamic way of life, an ever-evolving city at the forefront of change. These elements come together in his vision for the London flagship.

VIU’s iconic eyewear display wall, integral focal point of each store, has been scaled up to be part of a centrally staged, all-encompassing, three-dimensional sculpture. The wall is crafted from shimmering black anthracite stone, reminiscent of a night sky filled with stars, and invites the visitor to get lost in the VIU universe. Mirrors are fixed on walls and ceilings to convey a feeling of infinity and create the perfect opportunity to capture the frames and the characters that wear them.

Dusky pink concrete walls and floors offer a surprising and soft contrast to the more industrial store fittings, while a Japanese maple flower showcases an intrinsic link to nature that is visible across all of VIU’s designs.

Finally, metal accents throughout the store reinforce the durability offered by each VIU frame, functionality fused with a commitment to cutting edge design that stands at the core of VIU’s ethos of creating the eyewear of tomorrow, today.

The 850-square foot shop, located at 5 Upper James Street, has been transformed into an immersive and unique eyewear shopping destination, showcasing VIU’s range of frames and inviting visitors to browse, be curious and see how to best frame their character.