Guggenheim Bilbao partnership
Campaign visual featuring the Guggenheim Bilbao Museum
Silhouette has unveiled a global brand campaign showcasing its titanium eyewear in collaboration with the Guggenheim Bilbao Museum in Spain.
Designed by architect Frank Gehry, the Guggenheim Bilbao Museum opened in 1997 and features 33,000 titanium panels on its exterior.
The Austrian eyewear company said the partnership was “rooted in a shared dedication to innovation, lightness and sculptural form”.
“Just as Frank Gehry’s iconic architecture transforms titanium into flowing, luminous surfaces, Silhouette reinterprets the material into eyewear that is ultra-light, flexible and timelessly refined,” Silhouette stated.
Silhouette will be a sponsor of the Guggenheim Bilbao Museum for three years.
The company added: “This long-term partnership marks a major step in our brand’s cultural engagement and reflects a shared vision rooted in innovation, artistic expression and bold design. By supporting one of the world’s most iconic titanium architectural landmarks, we are reinforcing our commitment to creativity and shaping the future of design — both in the world of art and eyewear.”
Silhouette’s stand at Mido 2026 (31 January to 2 February) will be an immersive space dedicated to titanium purity — inviting visitors to discover how the brand shapes the material into eyewear. Campaign visuals featuring the museum will take centre stage.