Retail Design in Europe is different from store design in other regions such as Asia, the Middle East or the US, as design concepts usually have to work with existing heritage architecture and cater to the needs of local customers.
In this article, we explore two store design projects we previously completed in Vienna and Salzburg in Austria to showcase how engaging, high-impact store design concepts can be created within this context.
Retail store design in Austria is deeply influenced by craftsmanship, cultural heritage, and architectural context. From Vienna’s luxury shopping streets to historic cities such as Salzburg, successful store concepts balance authenticity with modern customer expectations. Today’s fashion retail environments are no longer defined solely by product display, but by immersive experiences that communicate brand values and storytelling through space.
In Austria, particularly within traditional fashion segments, store design must carefully merge regional identity with contemporary aesthetics. This approach allows brands to preserve their heritage while remaining relevant in a competitive, experience-driven retail landscape.
Fashion Store Concepts for Traditional Austrian Brands
Designing retail spaces for traditional fashion brands requires more than aesthetic sensitivity, it demands a clear understanding of cultural references, customer behavior, and modern retail psychology. Effective store concept design in Austria often includes:
- Integration of traditional elements in a refined, contemporary way
- Spatial storytelling that guides customers through the brand narrative
- Warm materials paired with clean architectural structures, often set in heritage locations
- Immersive retail experiences that strengthen emotional connection
These principles form the foundation of many successful flagship store designs across Austria.
Hanna Trachten Flagship Stores, Designed by Our Team
Within this context, the Hanna Trachten flagship stores in Vienna and Salzburg represent two of our retail store design projects for a traditional Austrian fashion brand. Our design approach focused on translating the brand’s heritage into immersive, contemporary retail environments while maintaining a strong connection to Austrian identity.
Vienna Flagship Store: An Immersive Brand Journey
The Vienna flagship store, located in a medieval listed heritage building in a premium shopping district restricting design and decoration work, was designed by our team as an elegant, themed fashion retail environment. In a space that was narrow and distributed over several rooms, traditional Austrian furniture elements were integrated into the interior concept, reinforcing craftsmanship and cultural roots.
As customers move deeper into the store, the spatial experience gradually transforms. The design transitions from an urban retail setting into a fairytale-inspired, forest-like atmosphere. This immersive retail store design creates a narrative journey, connecting customers emotionally with the Hanna Trachten brand story.
Salzburg Flagship Store: A Vertical Retail Experience
For the Salzburg flagship store, our team developed a three-story store concept designed as a journey of discovery. Each level reflects a different aspect of the brand heritage, local nature, and contemporary fashion.
Although Hanna Trachten operates within a traditional fashion category, the brand differentiates itself through innovative fabrics, expressive in-house patterns, and modern silhouettes. Our retail store design reflects this contrast by combining warm, inviting materials with a clean, modern architectural language, resulting in a space that feels welcoming, elegant, and contemporary.
Modern Retail Store Concepts for Traditional Fashion Brands
The Hanna Trachten flagship stores in Vienna and Salzburg illustrate how retail store design can bridge tradition and modernity. By combining cultural references with contemporary design principles, the stores create memorable brand experiences that resonate with today’s fashion-conscious customers.
