To mark 100 years of its famous hazelnut wafer, Loacker worked with MoDusArchitects to transform its flagship store Loacker Galaxy in Heinfels, Austria. This redesign is much more than a facelift. It reimagines the visitor experience, blending architecture, materiality, and storytelling into an immersive space. The result is a destination that invites visitors to explore, learn, and play, while celebrating the brand’s history and future.

Materiality and Brand Identity

This project is especially relevant for architects, interior designers, and retail designers. It shows how careful material choices can tell a brand’s story. The design uses warm wood and shiny stainless steel, creating a contrast that reflects Loacker’s identity as a family-owned, artisanal business that has grown into a global leader. The coffered wooden ceiling, inspired by the brand’s famous wafer pattern, adds warmth and a sense of craft. Meanwhile, the polished stainless steel counters and shelving bring a sleek, modern edge. Together, these materials create a space that feels inviting and exciting, engaging visitors with both sight and touch.

Sustainability Through Adaptability

While the project is not officially presented as a sustainability initiative, it includes important design choices that support long-lasting, circular thinking. For example, the tall stainless steel display structures—over two metres high—are designed to be flexible. They sit on pivoting bases, allowing them to be moved and rearranged as needed. This avoids wasteful renovations when displays change. The use of strong materials, like wood and steel, also ensures durability, reducing the need for frequent replacements. These choices make the store adaptable, efficient, and less wasteful, aligning with sustainable design principles.

A Dynamic Visitor Experience

The store is more than just a shop. It combines retail, hospitality, and interactive experiences into a single, engaging environment. On the ground floor, the café and shop are linked by the coffered ceiling, while a bold stainless steel counter creates a focal point. Above, visitors can join a workshop to make their own wafers in a pill-shaped room, reflecting the playful design seen throughout the store. Outside, a new pavilion and the soon-to-be Hazelnut Garden offer spaces for relaxation and family fun, extending the visitor experience into the open air.

A Case Study in Material-Led Design

For architects, interior designers, and retail specialists, Loacker Galaxy is a valuable case study. It shows how careful material choices, adaptable design, and a strong sense of storytelling can create a meaningful and lasting visitor experience. The project is a reminder that good design is not just about looks—it is also about creating spaces that are functional, flexible, and built to last.

Source: MoDusArchitects
Photos: Marco Cappelletti