Moments Tirol concept store

What is Moments Tirol, and what was my role?

Tirol needed its brand shop to feel like the brand again, in time for a new store in Innsbruck. The shop had sold Tirol products in person and online for more than 20 years. Over that time the range grew item by item, without a brief tying it back to the brand. The brief came in summer 2023, after the Tirol digital identity work, while the new location was still being scoped.

I was the strategist and the designer. I created the brand strategy and the creative direction, and built the tools the Tirol team uses to choose and brief products. What started as an agency brief became a direct partnership in 2025. I still design clothing, accessories, lifestyle products and home decor for the shop.

How brand strategy turned Tirol's story into a store?

The strategy is a system founded in storytelling. It links Tirol's traditions and folklore to the way people live there today, which is what connects people to a region. A concept store has to stand for something before it can sell anything. So every product has to earn its place in that story: useful on holiday, and still useful at home. To make that work day to day, I gave the team a manifesto and a set of curation tools, down to a product brief template.

How creative direction shaped the Tirol collection?

The concept story is about layers: Tirol is the sum of what came before, and each generation adds its own. Heritage materials sit next to technical ones. Traditional patterns, drawn from crafts like carved farm furniture and embroidered costume, are cropped and scaled up rather than copied. The collection is built on three levels:

1. - Signature pieces: a traditional item reinvented with a modern cut.
2. - Core collection: the brand's patterns and colours on everyday things.
3. - Pocket items: small enough to pick up on the way out.

What has Moments Tirol become since it opened?

Moments Tirol is now a shop, a café with regional food and a venue for music and talks, on Museumstraße in Innsbruck. The same story became a brief for other partners. The architects at Büro Schmücking built it into the space, with a wall of coloured concrete panels that reads like Tirol's rock layers. Zurich-based Grand Studio designed the outdoor jackets and mid layers from the same direction.

The shop is also a platform for local makers. Glassblower Hannes Kisslinger from Rattenberg has shown his craft there, and artist Julia Brennacher made five works for the space.

The strategy gave the Tirol team the tools, the knowledge and the confidence to build the brand themselves. Together we made more than either of us could have made alone. Each new maker adds another layer.