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People of neubau: global brand director Daniel Liktor

neubau eyewear isn’t your typical anonymous label but a familiar brand with dozens of different faces and real stories to tell.

Sto­ries about the love for high qual­i­ty, strong design, inno­va­tion as well as per­son­al expe­ri­ences in Vienna’s Neubau dis­trict and lat­est dis­cov­er­ies in their neigh­bor­hood. Frame of Mind wants to intro­duce the peo­ple that make every­thing hap­pen. An inside view of what’s hap­pen­ing behind the scenes.

In this week’s edition, meet Daniel Liktor, a nature enthusiast, all-round good guy, and our global brand director. When he’s not coming up with innovative ideas, you can find him in the kitchen or on his bike.

You came up with the name of the brand 'neubau'—how did this happen? Can you explain your creative process?

It was a creative process with the team. We tried to create a clear link between the brand’s name, what it stands for and the target audience we would like to address our brand to. We were clear on focusing on an urban audience, and if possible, include our Austrian heritage. As there is only one big globally known Austrian city, we tried to focus on Vienna as the main inspiration for our urban and sustainable brand. The spirit of the Neubau district in Vienna can be compared to other creative hubs like Shoreditch in London or El Born in Barcelona.

“The name neubau came to my mind while cycling up an Austrian mountain for hours!”


What inspires you?

People! I love to spend hours watching and listening to people. I love to have great conversations with my friends and many different people who have something inspiring to tell.

What's the secret to success at work?

Passion for what you do! Without being very passionate about your work, you will struggle to experience success. But, it’s also a fact that people have a very diverse view of what success means. It can be money, empowerment or self-fulfillment. To me, it’s passion and the ability to involve and motivate everyone who participates in the best way possible.

How would you describe your role at neubau?

My official title is global brand director. I see myself as the person responsible for the success of the brand. I also see myself as the coach of my team that consists of very strong and capable characters. I try to steer and develop them in the best possible direction, as I believe that a strong team is a key to success. We have a great team and I’m proud of what we have created so far.

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What projects or tasks are you most excited about at work?

I love to create—either a brand or a product. As we are constantly working on our brand positioning and launch with four collections per year, I never get bored!

What's the first thing you do when you arrive at the office in the morning?

I have a tasty cup of coffee prepared by Dominik, our product manager, with the other team members and get ready for the day.

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If you had to wear one frame for the rest of your life – what style would you choose and why?

Our Robin is my most preferred style. It suits me, it’s comfy and it has a classic but never boring design for everyday use. I must admit I do not need glasses, but I wear them as sunnies quite often.

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Besides glass­es – which acces­so­ry is vital for you?

Sneakers, my favorite styles are the Nike Air Max 87 and Air Jordan IV in their original colorways.

Tell us something about yourself that would surprise people?

I turned 40 this year!

What’s your favorite ‘glass­es-moment’ in pop cul­ture?

When Bilderbuch an up-and-coming Austrian band’s drummer wore our Sigmund frame in their video and the record cover of their hit single Bungalow back in 2017.

What do you do to relax?

I love to prepare a meal, work with my hands and purely concentrate on creating tasty food for my girlfriend, friends or myself, which feels like meditation sometimes.-I also love to ride my bike and spend some time in nature or play basketball at the sports court around the corner of my flat.

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What is your suggestion to live a more sustainable yet stylish lifestyle?

“Living a more sustainable life does not limit you in any kind of way!”

Try to support regional, independent and authentic brands and projects the best you can; there are many options out there that offer more value in terms of sustainability and social responsibility without any upcharge. The more people support these brands, the better for all of us!

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