• Campaign 2010
  • iF 2010 Award for MYKITA
  • LITE COLLECTION launched
  • MYKITA BLOG Launched
  • Berlin Fashionweek
  • New MYKITA Shop Vienna
  • Bernhard Willhelm AW Wom
  • Bernhard Willhelm AW Men
MYKITA opens shop in Vienna MYKITA's second flagship store is located in the heart of Vienna, on the famous Neuer Markt square and right next to the "Le Bol" café - between Kärtner Strasse, St. Stephen’s cathedral and the Sacher Hotel. The store is a specialist eyewear retailer and stocks all MYKITA sunglasses and prescription frames. The product offer is supplemented by a selection of models from other brands. A special highlight for autumn/winter 2009 is the limited-edition MYKITA collection developed in cooperation with fashion designer Bernhard Willhelm. Vienna, often called the "Gateway to the East" and one of Europe's cultural capitals, was not a random choice as the location for the second MYKITA store. The city has always been a hive of creativity and continues to enjoy a flourishing population of small-scale traders and craftsmen. As a result, Vienna is still home to a plethora of authentic old stores selling products that are hand-made – just like MYKITA glasses. Furthermore, the city is a hugely popular tourist destination. The basic idea behind the modestly sized (18m2) store is MYKITA's original back-lit wall system, which can be integrated with ease into any given space. The display wall running down the left-hand side of the store comprises an assembly of countless steel rods normally used to support heavy-duty shelving. They are bent at right angles and perforated to allow shelves to be mounted. For our store wall, they were installed side by side to create a continuous light-permeable surface. MYKITA designed special shelves that can be inserted in the wall as desired. An amorphous L-shaped white monolith serves as the sales counter and is also used as product display. The rear area of the room – separated by a curtain – contains a fully-functional workshop with a refraction section, where customers can have their eyes exam-ined. A series of mirrors increase the room's apparent size and in addition enable customers to view themselves from a range of angles when trying on glasses. The colour scheme is overwhelmingly light, with the ceiling and rear section offset with a slightly dark tone in order to ensure a warm and inviting feel.