The Virtual Mirror 2.0 allows one to save images in personal albums and to publish them via the Silhouette Community for evaluation and comments. There is also a “World View” that showcases who has recently published their album and the comments they have received on the style. It is just as simple to send images via Facebook or Twitter. In this way one can also receive feedback from other Silhouette fans and friends to help with the selection of the “right” Silhouette.

The Silhouette Virtual Mirror reflects the finest expertise from the Netural multimedia forge. The Virtual Mirror is also a market leader in the area of social media functionalities. Its focus is on perfect usability and design language.

The “Silhouette Virtual Mirror” is the world’s first app of this kind available for the iPhone. To start, take a photo of your face with the iPhone camera, then choose between all the beautiful eyewear models in different shapes and colours. Try them on one by one.

The international press gathered at eyewear manufacturer Silhouette on 15 October. The photos with Nadja Auermann, exclusively shot by Nick Knight, were presented in celebration of the tenth anniversary of the eyewear design icon “Titan Minimal Art”. Netural has staged a glamorous Web Special for this campaign and has invited Nadja Auermann to pose in front of the camera.

Realised: 2009

With its feather-light, rimless eyewear, Silhouette has signalled the start of a new era of seeing without boundaries. Netural took account of this in the design of the new brand website. ‘Without boundaries’ was the focus and thus all boundaries, including those between day and night, were erased. The design is based on the Greek concept of the panopticon where a central point gives an unrestricted view of all events. The website users become the directors of the multimedia setting. The entire process can be managed seamlessly and according to their own script. With one click, the individual eyewear model selected can be lifted out into an interactive position and moved seamlessly into the next selected interaction. This means that every eyewear model can be viewed in all colours and shapes, including videos showing all the features. And with just another click, you can enter the ‘try on function’ using the virtual mirror as well as the international retailer search. Both are conversion enhancers and direct potential customers to their closest optician via the quickest route.

Although a Flash website, the site is optimised throughout for search engines and all areas can be accessed directly via links. The overall presentation is multi-lingual (Ge, En, It, Es and Fr) and has been launched in various different country variations worldwide, depending on the model. A geo-targeting function is also integrated and when entering the site users are directed to their own country using their IP address. A centrally controlled editing system loads the entire presentation and in particular keeps the press area updated with latest press releases.

Ongoing campaigns will be added to the site such as the new sunglasses collection for 2009.