Silhouette – 360° Creative Partnership

Shaping six decades of eyewear innovation through integrated global campaigns, editorial publishing, and luxury product development.

Silhouette has redefined rimless eyewear since 1964, combining Austrian precision
engineering with an uncompromising commitment to lightness. As long-term creative
partners, The Gaabs work alongside Silhouetteʼs leadership and design teams to translate
this technical legacy into compelling visual worlds. Our collaboration spans global
campaign production, editorial publishing, bespoke product design, and strategic brand
positioning across luxury touchpoints worldwide.

Architectural Dialogue: Guggenheim Museum Bilbao

Set against Frank Gehryʼs titanium curves at the Guggenheim Museum Bilbao, this
campaign creates a direct visual parallel between world-class architecture and
Silhouetteʼs structural design. The creative direction highlights how light, titanium, and
sculpted forms interact with human presence, anchoring Silhouette firmly within high
culture and architectural design.

Concept and Spatial Direction: Atelier Next

For Silhouetteʼs high-end Atelier collection, we developed the strategic and visual concept
for Atelier Next. The direction bridges high jewellery craftsmanship with contemporary
spatial design, positioning solid gold and gem-set frames within quiet, museum-grade
environments that speak to discerning luxury collectors.

Talent and Product Line Collaboration: Arizona Muse

For Silhouette’s Clear Sky line extending beyond campaign execution, our work included collaborating with model and environmentalist Arizona Muse. We aligned Silhouetteʼs sustainable production practices, including carbon-neutral manufacturing and EMAS certification, with Arizonaʼs advocacy, shaping both the product narrative and campaign aesthetic around conscious luxury.

25 years of the TMA: "Worn in Space, Born on Earth"

To celebrate 25 years of Titan Minimal Art (TMA), the iconic 1.8-gram, hinge-free
eyewear certified for space flight, we developed an international campaign launched
across seven global markets. Combining cosmic imagery with sleek, futurist styling, the
campaign positions TMAʼs structural purity as both a milestone of space technology and
an everyday luxury item for a new generation of visionaries.

Brand Publishing: Silhouette Journal (60th Anniversary Edition)

We conceived, edited, and art-directed the 60th-anniversary edition of Silhouette Journal,
entitled „Framing the Future: A Journal Through Time and Space.“ From archived
interviews in Linz with Chief Designer Gerhard Fuchs and CMO Michael Schmied to
contemporary editorials featuring cultural visionaries, the publication serves as both a
brand retrospective and an elevated print medium distributed across global retail and
editorial networks.