How do retailers manage to inspire people at the point of sale (POS)? This is one of the most common questions we ask ourselves in retail. The simple answer: through store design that turns brick-and-mortar retail into an experience.
This is the case at MAXUNDSTELLA stores, a multi-brand chain in Vorarlberg run by Christoph and Desiree Riedlsperger. The retailers operate five stores in Feldkirch, Götzis, Schruns, and Dornbirn, selling brands such as Opus/Someday, BRAX, Drykorn, and many more…
“You can’t survive with a 20-year-old store,” Christoph is convinced, “which is why we decided to gradually change the stores.” In 2025, it was Feldkirch’s turn, a 300-square-meter store in the shopping center. In 2026, the downtown store in Dornbirn with 250 square meters of space and the stores in Götzis and Schruns will follow.
“Our guests should have an immediate wow effect when they enter the store.” Christoph Riedlsperger
Creating experiences, bringing people together, giving customers a reason to linger, even without necessarily having to buy anything – these goals are the cornerstones of the concept:
The centerpiece of the new stores is a long bar that serves as a community point, connecting the women’s and men’s areas. It is seven meters long in Feldkirch, and there is a 5.5-meter-long counter in Dornbirn. An espresso before looking for a new handbag? Sure. An evening wine tasting with a view of the new collections. Oh YES! A refreshment in between, just because? But of course.
One important requirement: the furniture must be flexible and mobile enough to allow space to be cleared for events at short notice. In Feldkirch, the central room furniture is particularly flexible and, with its many possibilities, is almost reminiscent of the cult game Tetris. The difference is that here it is not blocks but furniture that can be moved around to fit perfectly. And because the Riedlspergers have had such good experiences with events in the Feldkirch store, fashion shows, wine tastings and a summer party are now also planned in Dornbirn.
The design concept, developed by our interior designer Ramona Uhl and continued by Isabella Przybilla, sets high standards in terms of aesthetics and functionality.
MAXUNDSTELLA has become a real labour of love. Not only for the dedicated retailers Desiree and Christoph Riedlsperger, but also for us. It’s a collaboration on equal terms that just works. ‘The KNOBLAUCH team is always very understanding and flexible when we come to them with requests for changes. The chemistry is just right,’ says Christoph.
