Located next door to the famous Museum Quarter (Museumsquartier), the equally ambitious design epicentre of the city's 7th District - comprising 34 stores of young fashion artists - surprises with conceptually flavoursome ideas, in some cases - worthy of the name of avant-garde. Don't come here looking for Gucci or Prada! Both the big names and faceless mass production stay outside the borders of the neighbourhood. The maze of tiny streets is worth exploring to those who are looking for something unexpected, obscure yet extremely fashionable among the masterpieces by Belgian, Finnish, Dutch and local designers.
Shu! is one of the most striking shoe shops, a true paradise to victims of shoe fetishism. It is crazy, utterly off-the-wall: specially bleached, sort of crumpled leather; bold experiments with new shapes - nothing traditional, just pure avant-garde, except for the seemingly low-key greyish-brown and bluish colour scheme. That's it. Powerful, innovative and flavour-packed stuff.
Keywords: Vienna, shop, store, shoes