One of the most iconic shopping malls of Vienna's postwar period is radically overhauled here. Right on Vienna's most famous street, this postmodern complex gets its architecture paired down to the minimum, and an alien aesthetic of sensuous curves and stainless steel is courageously introduced.
This is not a shopping mall as it is a market of goods, where shops are not definite spaces. The barrier between one store and the other, and one store and the traditional thoroughfare of the shopping mall, becomes exceedingly porous in this project.
The constitutional change that the architecture of the inside undergoes shapes the outside of the building as well. And the relation between the outside and the inside. The curves and circles that organize space are transfered to the display windows, which allow passersby to pierce into this unconventional market. So it's not just the garments, techno gadgets and other cutting edge on display that lure the visitor in, but the very architecture with its bold red floor and ceiling, stainless space dividers and combinations of artificial light.
