The Sky is Not the Limit – Titan Minimal Art Design Icon Celebrates 25th Anniversary
Thursday, January 11 2024 | 15 h 29 min | News
There are groundbreaking ideas that are still unsurpassed many years after their creation, and which continue to set standards. The Titan Minimal Art from Silhouette is one of these rare and precious ideas. To this day, there is no other premium eyewear in the world (and probably in the entire universe) that is so consistently and skillfully minimalistic.
The timeless, rimless eyewear has no hinges, no screws and, at 0.06 ounces, almost no weight. Instead, it inspires with unparalleled comfort, unsurpassed quality, vision without limits, and the empowering feeling of lightness.
With these unique characteristics, the Silhouette icon has fascinated millions of people around the world—and beyond, for 25 years. After all, the Titan Minimal Art has been space-qualified since the turn of the millennium and regularly supports missions in space as a crew member.
A Fascinating Star in The Eyewear Market Since 1999
“I simply wanted to omit anything that was unnecessary, while also refusing to compromise in terms of design and comfort,” says designer Gerhard Fuchs looking back on his approach, which surprised everyone in 1999 and revolutionized the eyewear market.
The Titan Minimal Art quickly became an international sensation and rose to become the new, fascinating star in the eyewear sky. “Suddenly, we were receiving letters and e-mails from all over the world, thanking us,” recalls Michael Schmied from the founding family and current CMO. “That was extraordinary and very moving.” Over 12.4 million pairs of the eyewear icon have been sold to date—and there is no end in sight to this success.
The Titan Minimal Art Left Its Mark
Who would have thought that the ultra-light Titan Minimal Art would one day be completely weightless? In 2000, it happened: after rigorous scientific testing, the Titan Minimal Art became space-qualified and was selected as the favored eyewear for all astronauts. It subsequently traveled into space and has since proven itself on numerous missions.
The lack of screws eliminates the risk of parts coming loose and causing damage or injury. The non-slip fit, and unique wearing comfort of the Titan Minimal Art is also very helpful, as astronauts cannot adjust the fit of their eyewear during their long outdoor missions.
A year later, the Titan Minimal Art took off in a somewhat different way: on the international catwalks. As sunglasses, they became an it-piece worldwide and inspired numerous stars. In the 2010s, Silhouette took it to the next level with the Titan Minimal Art Special Editions. Famous faces fell in love with the now equally famous premium eyewear.
Passion Never Ends
The iconic, timeless design of Titan Minimal Art has since won 18 international awards. The basic concept remains unchanged, but Silhouette is constantly working on the details with passion, dedication, and meticulousness.
Since its debut in 1999, the design has constantly evolved with over 22 optical and 27 sun collections. This year, Silhouette celebrates its icon with an anniversary collection—designed for the next generation of visionaries.
The 2024 collection combines the best of 25 years and enriches the legend with even more great details. For example, the dynamic, rimless models are characterized by an innovative lens finishing technique, a more delicate nose bridge and even more easily adaptable titanium temples with additional flex zones.
Silhouette has thought of everything with its innovative and timeless design. Customers can choose from feminine and masculine, as well as from modern and classic shapes and colours. The colour palette ranges from galaxy-inspired green, blue, and violet to timeless tones such as gold, rose gold, and silver.
Even an icon like Titan Minimal Art can still be improved. Silhouette has been a full-service provider since 2017. In the Lens Lab at its headquarters in Linz, the family business produces the perfect combination of frames, lenses, and service under one roof. For customers, this means tailor-made optical eyewear for a perfect visual experience.
Born On Earth. Worn In Space
In homage to the Titan Minimal Art collection and 25 years of space travel, Silhouette will be promoting the 2024 collection “Born on Earth. Worn in Space.” with an international marketing campaign featuring models posing in deep-space backgrounds created by AI/CGI.
Click HERE for the full press release.
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