S-E-T-T offers the ultimate guide to top shopping in Vienna. With its elegance, sophistication, and architecture, the city’s old town is a charming area to explore for art, culture, and retail therapy. Discover Vienna’s top shopping venues, including the glamorous Goldenes Quartier and the city’s longest street for on-trend fashion
Shopping in Vienna
The Goldenes QuartierThe destination for flagship stores and premium luxury
Between the streets of Tuchlauben, Bognergasse, and Seitzergasse, the Goldenes Quartier is the new destination for premium luxury fashion in Vienna. It is home to glamorous flagship stores and offers a wealth of international labels. These include British brands such as Vivienne Westwood, Mulberry, Jimmy Choo, and Alexander McQueen. Parisian labels range from Chanel and Louis Vuitton to Saint Laurent, to name just a few. For Italian design, browse stores from Prada to Roberto Cavalli, Miu Miu, and many more. Along Tuchlauben, you’ll find DSquared2 and Agent Provocateur.
Kohlmarkt The glamorous jewelry venue and a heritage destination
No shopping trip to Vienna would be complete without a stroll along this pedestrianized zone of fine Viennese jewelry boutiques. Kohlmarkt is located in the city's heart and is referred to as Vienna's ‘Golden U.’ It is a historic shopping street for high fashion, fine jewelry, and rare gems. Here you will find international jewelry houses such as Tiffany, Chopard, and Cartier. For established fashion houses with a long history, be sure to stop by Burberry, Moncler, Gucci, Salvatore Ferragamo, Ermenegildo Zegna, and Dior.
Graben The contemporary shopping street in Vienna
Graben runs between Stock-im-Eisen-Platz and the junction of Kohlmarkt and Tuchlauben. Here, you’ll find a mix of luxury brands, independent boutiques, footwear specialists, beauty stores, high-street favorites, and watch brands. Shopping highlights include Hermès, Tod’s, Marionnaud, Bally, Montblanc, and Swatch.
Kärntner Strasse, The most famous high street in Vienna
This long pedestrian zone is one of Vienna’s famous places to shop and is home to the flagship store of the Austrian brand Swarovski. It offers a wealth of contemporary labels such as Hugo Boss and Karl Lagerfeld, and it presents some of the best brands in high street fashion; look no further than H&M, Zara, Mango, and Forever 21. For a one-stop shop, visit the popular Steffl department store and enjoy its mix of designer and high-street items that will appeal to the whole family.
Mariahilfer Strasse The cool and contemporary fashion street
You’ll find a wealth of cool and hip labels along Vienna’s longest and liveliest shopping street. Browse its department stores and malls, such as Herzmansky and Gerngross, and enjoy a wide range of eateries for all budgets. You’ll also be able to discover the latest footwear trends thanks to the many shoe shops, from Vans and Foot Locker to Ecco and Puma. For denim fashion, Diesel’s flagship store takes center stage alongside Vero Moda, Benetton, S Oliver, and German department store Peek & Cloppenburg.
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