despite its recent major expansion in neighbouring germany, viu doesn't forget about the folks on home turf. we're talking the swiss eyewear innovator's latest store in st. gallen, a scenic provincial town in the northeast of the country where there's undoubtedly an untapped demand for its italian-made frames. the new viu store is situated at a prominent street level location within a car-free zone of the historic heart of town, allowing plenty of foot traffic to easily reach its doorstep. the interior design has been conceptualized by viu's founders christian kaegi and fabrice aeberhard, featuring a new take on their hailed retail concept. the indoor aesthetic is a seamless extrapolation of the building's façade, and this is most evident in the soft blue hue that adorns the ceiling and a number of wall panels. the brand's signature eyewear wall, stretching on one side of the boutique all the way to the far end, is captured in a contrasting caramel colour. as furnishings are few, the retail space feels uncluttered and surprisingly voluminous despite the regular height of its ceiling. the store stocks viu's full range of prescription frames and sunglasses. location: spisergasse 24 [altstadt].