To mark the 100th anniversary of the iconic hazelnut wafer, Loacker has decided to give its flagship shop in Heinfels, Austria, a bold makeover. The renowned architectural firm MoDusArchitects is responsible for the project and has given the space a completely new expression, far beyond the standard retail function.
The new interior is intended to be a meeting point between the products of the favourite confectionery brand and its customers. During the summer season, the shop receives a particularly high number of visitors, with more than 3,500 people a day. The refurbishment of the facility included the shop and café on the ground floor, the confectionery workshop above, and a newly designed service pavilion with an open lounge area. Although the façade is not yet complete, the project has already become known as Loacker Galaxy – a concept that is intended to symbolise the brand’s family heritage and its modern vision for growth.
Architects Sandy Attia and Matteo Scagnol of MoDusArchitects describe their project as Loacker’s first full entry into the world of retail spatial experience. Their aim was to create a place where the company’s artisanal character is combined with industrial precision, using contrasting materials and playing with scale. The dominant wood and stainless steel in the design symbolise what is most important in the Loacker brand’s history. Wood warms the entire space, reminding us of traditional production methods. Steel, on the other hand, introduces modernity and technological advancement. The entire space is held together by a wooden coffered ceiling, whose pattern alludes to the texture of a wafer. In the café, the main accent is the sculptural steel counter, heralding the presence of the raw material also in the large shop furniture.
The shop itself was designed as a kind of ‘galaxy of flavours’. Ten steel totems display the wealth of Loacker products. Each is a huge shelf structure more than three metres high, set on rotating columns. This makes it possible to rotate them and arrange the space flexibly. The backdrop to the dynamic display is the pick & mix area, which creates a graphic spectacle with its colourful sweets. On the first floor of the building, visitors can try their hand at making their own waffles. The workshop space, designed as a rounded rectangle, is reminiscent of the café’s lower counter and the outdoor pavilion. The red tiles, shiny steel tables and black furniture create a theatrical atmosphere, while the disc-shaped lighting and differentiated levels emphasise the spectacular nature of the workshop, making it possible to observe the entire creative process from above.
A new glass entrance leads to the Walnut Garden and children’s playground, which is still in the design phase. A service pavilion separates the recreation area from the car park and plays the role of a visual extension of the interior. This effect was achieved through the choice of materials and sculptural forms. New and full of attractions, Loacker Galaxy attracts wafer lovers and contemporary design enthusiasts alike, making this location a true symbol of the family brand.
Design: MoDusArchitects (Sandy Attia, Matteo Scagnol)
Location: Heinfels, Austria
Photography: Marco Cappelletti
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