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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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