Sportalm Pop-Up Store

Sportalm Pop-Up Store

Although for a temporary store, this retail concept was the first step towards an entire rebrand for the traditional, high-end Austrian sports retailer Sportalm.

Tasked with creating a year-long temporary solution for a prime urban location in central Vienna that could fully rebrand and transform the existing store in just four weeks, the designers devised a full-height, white technical textile band to wrap around the perimeter of the store.

One section presented a bold visual signal that disguised the actual display, affording only a glimpse through a slim transparent slot to arouse curiosity in passers-by, and stood out from the sensory overload of neighboring retail boutiques. The second part of the façade was kept open to provide a generous view into the store interior defined by a continuous wall-high white band featuring large-format, glamorous images of the modeled collection.

The concept used white inside and out to reference the snow-capped Alpine landscapes of Kitzbühel where the Sportalm brand originated.

This project was developed and realized in partnership with Baar-Baarenfels Architekten.


Vienna, Austria
Design Team:
Mascha Veech-Kosmatschof, Peter Mitterer, Gregor Stolz, in partnership with Baar-Barenfels Architekten