Zimmermann has officially opened the doors of its first Vienna boutique, located at Tuchlauben 7 in the city’s prestigious Goldenes Quartier, a stone’s throw from Stephansplatz and one of Austria‘s most exclusive retail destinations. The space spans across two floors, offering around 315 square metres of retail space and marks the Australian brand’s first standalone foothold in the Austrian market, following the opening of its Hamburg boutique on Neuer Wall in summer 2025.
Designed by Studio McQualter
The interiors were conceived by Studio McQualter, the Australian design studio that has been a long standing creative partner of Zimmermann across its global retail footprint. Warm colours and a considered layering of materials set the tone throughout, while vintage furniture, carefully sourced and placed, gives the space an intimacy that feels lived in rather than clinical. The façade respects the building’s original architectural character, maintaining a dialogue with Vienna‘s historic urban fabric while creating a clearly contemporary interior within.
Art as a Defining Element
Inside, the boutique reads as much as an art space as a retail environment. A sculptural Medusa-inspired chandelier anchors the ground floor, drawing the eye upward and setting a mood that is both dramatic and refined. Alongside it hangs a large scale biro drawing by Australian artist Alasdair McLuckie, a Melbourne based practitioner whose meticulous biro on paper works explore mythology, folklore, and ritual. Additional works by Clifford Thompson, Phil James, and Robert Fried are positioned throughout the space, ensuring that art is woven into the experience of the boutique rather than treated as an afterthought.
Upstairs: Vintage Furniture and Custom Craft
The first floor takes the layered aesthetic further. A Saratoga sofa and Saporiti chairs, both iconic pieces of Italian design history, are arranged atop a custom hand knotted rug, creating a sitting area that feels more like a private apartment than a dressing room. The combination of vintage Italian furniture, bespoke textile work, and contemporary art gives the upper floor a warmth and specificity that reflects Zimmermann‘s broader approach to retail: every detail considered, every object chosen. Photography capturing the full space was shot by Jakob Powell.
Zimmermann’s Expanding European Footprint
The Vienna opening is the latest chapter in Zimmermann‘s continued European expansion, a market the brand has been deepening with purpose. Earlier this year, the brand opened a boutique on Sloane Street in Chelsea, London, adding to its existing Mayfair location on Bruton Street, which has been open since 2017. The Vienna boutique, with its art program, vintage furnishings, and bespoke design, signals that as Zimmermann grows, the investment in store experience is growing with it.
