Avantgarde Meets History

Located in Innsbruck’s historic town center, the building of the Swarovski Kristallwelten Store Innsbruck is under landmark protection and, until 1985, accommodated “Gasthaus Goldene Rose,” one of the city’s oldest and most famous restaurants. Given this highly traditional history, it is a special challenge to combine the contemporary with the city’s heritage.

Fredrikson Stallard took on this challenge with the support of the executing architects Schlögl & Süß. The design for the store centres around the contrasts between the historic architecture with a 21st century vision of what retail design can be.


Spread over two floors of the store, there are installations of various artists and innovations made out of and using crystal.