The Viewraum project went beyond simply branding eyewear; it focused on expanding how customers experience the world and awaken their senses. By defining eyewear not just as a tool, but as a medium to discover new perspectives and experience a diverse world, Viewraum established a new branding strategy under the 2025 slogan, "ABOVE YOUR SIGHT." This approach enhances the visual and sensory experience, proposing a brand journey that extends from "seeing" to "experiencing" and "sensing." This new identity is embodied through three core concepts—Overlay, Reflection, and Sense—which symbolize how diverse perspectives converge, mirror each other, and expand the world through sensory engagement.

The new branding strategy redefines Viewraum as a space where customers can discover their individuality and style through eyewear curation, thereby broadening their way of seeing the world. By prioritizing the provision of new perspectives and deep experiences over mere product sales, this project successfully positioned Viewraum as a powerful tool for self-expression and sensory expansion, rather than just a functional accessory. Consequently, Viewraum has transformed from a place to simply buy glasses into a destination for experiencing a richer, more vibrant life and discovering new ways to perceive the world.