Jewelry Gallery Alja

Location: Kärnterstraße 8, 1010 Vienna, Austria
Principal use: goldsmith’s atelier
Total floor area: 180m2
Year: 2012
Status: completed
Design team: Mark Neuner, Maik Perfahl, Robert Schwarz

The aim was to develop a visual identity which proves to be timeless enough to outlast short-lived fashion trends. Inspired by Adolf Loos for whom it was all about the subtle treatment and correct application of materials, we searched for extraordinary Viennese hand-crafters and artisans. Most of them operated small workshops and were eager enough to cooperate on the development of small prototypes such as the concrete displays.

A massive, raw steel staircase leads to the upper level of the goldsmith`s workshop. The pattern of the staircase was laser cut and the handrail slides up in a continuous, smooth curve.

The workshop presents a contrast to the tidy sales area, as it is there where the jewels are produced, new ideas are discovered or meetings with customers take place. The upper part can be understood as a personal space for the goldsmith, which changes according to their ideas and needs.

Architecture

Jewelry Gallery Alja