Mykita store in Zermatt

Judged by the après-ski infrastructure, switzerland's mountain resorts rank high on the list of must-go destinations of discerning travelers. Perhaps snow is the last thing they come for, but you may as well hit the slopes while you're there...right? It's the swanky lodgings, the civilized company you encounter, and as of late also an increasing number of appealing stores that make up a large part of the holiday fun. These days there are a handful of luxury brands that open seasonal stores at posh european ski resorts, carrying cherry-picked merchandise as an extended service to their well-heeled following, but at Mykita they've opted for a permanent alpine presence.

The Berlin-based eyewear brand has made an unexpected move to join the ranks of the luxury brands and has opened a store in Zermatt, an exclusive ski resort situated at an altitude of 1,600 meters [5,249 ft.] in the Swiss alps. Similar to Mykita's other stores across the planet, the interior design blends the old and the new. the display window, with its original wood framing to retain the winter resort look, provides a good view of the all-white interior.

The design is based on the progressive composition of different elements and contrasting materials.
The retail space has been completely stripped to reveal just concrete walls and floors, and the steel girders were likewise liberated from their casing and restored to their original condition. The most prominent feature is the stunning Mykita wall which is made from perforated steel angle beads, reinvented from their regular function as heavy-duty shelving supports. It's backlit to accomplish a dranatic visual effect. Interestingly, this Mykita store is the first to intentionally carry a large number of frames from its futuristic Mykita Mylon collection, and as such it features a special Mykita Mylon wall. Also available at the store is a so-called relaxed vision center, a special lab with state-of-the-art precision instruments from Carl Zeiss research where shoppers can consult an in-house optometrist.