Originality and joy of life

Kitzbühel | Issue 55 | Summer 2024

The Austrian fashion label Sportalm celebrated the reopening of its flagship store. Following a complete renovation the Sportalm shop has created an ingenious mixture of old and new over 300 m² of showcase spaces. Its home building was once-upon-a-time the city dairy, and this contemporary history was kept visibly alive in the novel shop concept and integrated into the new design. After all, the company stands for authenticity, history and origins. Its launch was empowered exclusively by local craftsmen. The architect in charge was Dipl.-Ing. Katharina Naglich of Kitzbühel.

The Sportalm collection intertwines internationality and regionality, veracious origins and wide-open worldliness, innovatively functional materials and tried-and-tested craftsmanship techniques. Modern design draws pure new lines through historic traditions. Incomparable clothes with a love of detail, premium quality and authentic down to the last iota. This is fashion with heart and soul.