Following Little Red Rooster’s great work on Silhouette, the leading Austrian rimless eyewear brand, we have since been tasked with running a project for its sister brand the young ecologically-conscious neubau, which is inspired by the creativity of Vienna’s urban district – think London’s Shoreditch.
To celebrate the neubau’s first ever special edition collection launching next month, neubau wanted to make a whole lot of noise about the launch and support it with as much social media and press coverage as possible.
Inspired by the life, times and style of two renowned psychoanalysts Sigmund Freud and Carl Jung, it seemed fitting to spend a couple of days soaking up the places where both these historical figures lived and produced their ground-breaking work.
We were joined by three journalists from key titles that best represented neubau’s demographic: LOOK, one of the UK’s most popular women’s weeklies, Cloud, a new luxury mag for private jet owners and Pause, a digital online title which favors up-and-coming, urban brands – all perfect for neubau. Each of our guests received a set of neubau frames beforehand, ready to wear on our interactive tour of the city later that day.
Upon arriving in Vienna, we were greeted by beautiful blue skies (perfect for sporting our new sunnies!) and headed straight to our hotel, the impressive Grand Ferdinand which sits in the heart of what used to be one of Vienna’s most affluent districts.
The weather firmly on our side, we began our interactive tour of Vienna on a specially-hired, vintage-style tram visiting Café Landtmann, a regular haunt for Freud and a host of other prominent writers and artists of that era. Next was the University of Vienna, followed by Vienna city hall before finally ending our tour at the Sigmund Freud Museum, previously home and office to the psychoanalyst.
After a nose around the museum, guests were given time to view the new collection and try the frames on – ready for their surprise gift! A three course sit down dinner of Viennesse-inspired dishes using quintessential ingredients then followed, washed down with cocktails inspired by the life and times of the collection’s namesakes. Our favourite was the definitely the Carl – which mixed coffee and ice with rum.
The next day, we arose for a leisurely breakfast in the hotel’s gorgeous rooftop restaurant and enjoyed a feast of meats and cheeses, pancakes, eggs, croissants and coffee amongst sweeping, stunning views of the city.
To round off the trip with our guests, we used the last of our free time to sample Vienna’s number one delicacy – Sacher Torte – which could only be done in its place of origin, Hotel Sacher. Following a whole 24 hours hearing about the delightful cake, we were not left disappointed!
The new collection launches in the UK next month. For more information, please get in touch with the team at firstname.lastname@example.org.