Austrians are rightly proud of their incredible artistic history. The works of Klimt and Schiele still dominate the visual aesthetic of Vienna.

But we dug deeper, to find inspiration in the beautiful geometric patterns of the famous Wiener Werkstætte (Vienna Workshop), an influential Austrian applied arts movement of the early 20th century, comprising designers, artists, furniture makers, jewellers and more.

Our design merged the distinctive monochrome, patterned, visual style of the original movement with Apple’s own iconography, presenting the store to Viennese artists and creators as a new workshop (Werkstætte) for ideas.

By combining Apple’s belief in the importance of design and our recognition of a locally relevant arts and crafts movement, we were able to create an opening that spoke directly to the Viennese people and displayed a deep knowledge of, as well as respect for, the city’s cultural legacy.

The design drew inspiration from the bold, geometric patterns that defined the Wiener Werkstætte.

After much research, we began the process of creating new Werkstætte-style tessellations, based on icons that referenced upcoming Today at Apple sessions, an in-store programme of activities through which customers can find inspiration to bring their own ideas to life.

These patterns were rendered in monochrome to fit a Werkstætte aesthetic, and hand-fitted to each of the store’s windows to create a Gesamtkunstwerk (all-encompassing, unified work of art), thereby fulfilling the aspiration of the original Werkstætte.

The concept was completed by the central message, ‘Ideas have a new workshop’, rendered in a bespoke version of the Apple font, where the use of the word ‘Werkstætte/workshop’ typographically referenced the original Vienna Workshop through its use of the historic ‘Æ’ ligature.

Through this design we positioned the first Apple Store in Austria as the direct descendant of the Wiener Werkstætte — a physical workshop where creators, makers and entrepreneurs can gather, share ideas, and learn how to master the techniques, tools and skills they need to craft the creative legacy of Austria’s tomorrow.

The design immediately attracted much attention and excitement from the creative community and local press. Within hours cultural critics began highlighting and praising the design’s link to the Wiener Werkstætte.

Apple Kärntner Straße opened to record crowds, and boasted full attendance for the Today at Apple sessions highlighted by the design, even several weeks after opening.

And as hoped for, creators and artists from all over Austria have adopted the store itself as both a meeting place to share their knowledge and a true new workshop for ideas.