Location: Vienna, AT Author: txt architekti Visualizations: J. Siarnik Status: study
Year: 2013 Client: Kraft Foods Osterreich GmbH
Mirabell, the producer of the world famous confectioneries Mozart balls, is one of the brands covered by global Kraft Foods company. The aim of management is to create the store that will connect three chocolate brands Mirabell, Milka and Heindl in the historic center of Austrian capital city Vienna. Their mutual synergy will achieve increase of visit rate and saleability. The proposed interior has to be also a kind of pilot project for other mutual stores. The challenge for us was to deal with a diverse corporate color identity of three different producers (gold, red, milka´s lilac) and colored cover of each product. We haven´t wanted to design a confessed colored circus. Therefore we chose brown interior concept in the main room to unify the store and give the opportunity to it to accentuate products on a neutral background. The back room was solved as an illuminated design element (rack wall with niches). Thanks that we have achieved light comfort in the dark part of the store and highlighted selected top products.