Optical is the intersection of fashion and medical. Silhouette, a heritage Austrian brand known for iconic designs and ultra-technical products, is a perfect representation of this balance. I was responsible for brand activation in the US, ranging from events at the showroom in Manhattan to the largest optical trade show in North America.

In February 2025, Silhouette returned to Vision Expo East after an absense of eight years. The brief was concise: have the most luxurious booth at the show. I was responsible for Silhouette’s booth layout, hospitality experience, merchandising, and on-site activations. A new ultra-sustainable product collection, Clear Sky, would be the hero of the show for Silhouette.

At the end of the show, the internal results spoke for themselves— Silhouette had exceeded its sales goals at the show and signed on a significant volume of new business. Externally, the booth was received as the most exciting independent brand booth in the show, with an envious amount of daily foot traffic.