A new exquisite lingerie and hosiery department was unveiled at Viennese traditional department store Steffl earlier this year, celebrating Steffl’s focus on Passion and instantly becoming the biggest and most desirable intimate apparel destination in Austria. The space, which occupies Mozart’s former workroom, takes cues from Vienna’s rich heritage and the city’s passion for creativity, art, music, architecture, and café culture and was designed by London interior design firm 20:20.
Aligned with Vienna’s strong boutique culture, with shoppers preferring experiences and personal relationships, the new luxury atelier aesthetic gives a feeling of intimate rooms in a stylish apartment rather than a big, impersonal store. A statement from Steffl’s founder likened the store to “a vertical city of the most desirable boutiques,” which inspired the name ‘Lingerie Atelier’.
Photos courtesy of 20:20
On entering Steffl, guests will discover an edit of the best everyday, premium, and exclusive brands presented in a luxurious environment to tempt lingerie and loungewear shoppers. Bespoke interior features are influenced by the craftsmanship of musical instruments and Viennese references are present throughout the space, creating a familiar and inviting feel that both tourists and local customers will feel at home with.
