In just five years, both VIU’s frames and the interior concept where they’re presented have come to secure their position amongst the Swiss design icons of today. Grüngasse 4 is where it all began. Glasses are a deceptively humble everyday object, according to VIU’s Creative Director, Fabrice Aeberhard. Aside from the necessity of correction lenses, “Frames are often perceived of as a small item related to fashion or accessories,” he muses. “Yet they’re actually one of the most prominent products, as they sit in the middle of your face. They support or change your character—the way you’re perceived, even approached.” It’s this thinking that underpins the brand’s motto, ‘Framing Characters’, which Aeberhard defines as “trying to find the uniqueness in everyone.”
To that end, VIU’s range comprises three distinct directions. The original line, ‘Contemporary Classics’, includes frames inspired by the ‘30s, ‘40s and ’50s—decades which Aeberhard admires for their legacy on craft and aesthetic expression. Then there are the ‘Characters’, which take a more distinctive approach to defining appearances—like VIU’s ‘Titanium Collection’. Finally, there’s ‘Edge’, which comprises more fashion-forward models, limited edition art pieces or collaborations—like those with Closed, House of Dagmar, and Saskia Diez.
