BWM Designers & Architects

Vienna’s market gardeners produce fresh, seasonal fruit and vegetables every day. This flagship store, located close to the Naschmarkt in Vienna’s centre, aims to reinforce and promote their brand. The goods sold here are fresh products delivered daily by Vienna’s market gardeners and special baked goods and dairy products. The 100m2 shop is located in a historical, heritage-protected building. The entire space is clad with tiles: crisp light green on the upper floor, and white in the dairy zone on the ground floor. A practical modular system made of light-brown wood crates is used for stacking the goods. This concept was developed by Neumann, a small Austrian company that creates ecological packaging solutions and whose customers include the Sacher Corporation.

The goods take centre stage

BWM had two main sources of inspiration for their design for this shop, which sells mainly fresh produce: on the one hand, the greengrocer’s shop as a reference to the past, and on the other hand, the market stall as a point of sale. Inside, the shop also recalls the food production of bygone days. High-quality furnishings unite these associations of production, sales stall and market garden. All constructed elements recede into the background so that the produce can take centre stage. The space is clad with special tiles on the walls; the subtle colours – light and dark green as well as white – mark the different areas. Upon closer inspection, customers can discover patterns on the tiles, which gives the space an artistic aspect as well.

Practical modular concept

The simple wooden creates are a practical element that allows the presentation of the goods to be easily changed and adapted. They represent the smallest unit of a market stall, can be used in a variety of ways and bring the appeal of a market stall into the shop.