Be it a fondly etched drawing of a newborn cherub, an antique engraving of a scene in Linz, or an inherited masterpiece from an aunt’s attic: Mr. Berghammer finds the best way to frame it, as he has done for more than 50 years. Following the retirement of his former boss, with whom he served his apprenticeship, Mr. Berghammer opened his own business in 2012 and discovered the ideal location in Herrenstraße. The name of his shop says it all: Pictures – Frames – Gallery. Mr. Berghammer not only collects picture frames in all sizes and in all price categories – from wood plain and simple, to hand-gilded, including passe-partouts – he also collects hand-picked works by local artists, which he exhibits and offers for sale. He also restores frames and pictures, and though he is not a certified appraiser, he can spot original works and knows how valuable they are. Ultimately, he says, “I would have liked to become a famous painter myself”, but he never really found the time to get into it. It’s a good thing now that he has become an institution in Linz for pictures, frames and his gallery instead. 

Above the entrance it says 1632, it was first mentioned in 1537, and since 2018 it has found a new lease of life as Hauptplatz 23. Walk through the passageway and it opens up into a breathtakingly impressive arcaded courtyard. The Renaissance building is one of several freeman houses in the old town, whose owners were exempt from municipal taxes and were allowed to employ craftspeople and artists. Today, that tradition is reflected in what is is happening now, because artists, communicators, freelancers and other creatives are co-working here. Iris Mayr is the curator who inspired this revitalisation. Originally looking for an office for herself, she discovered the house, found that the owner Niklas Salm-Reifferscheidt appreciated her enthusiasm, and has since taken over Hauptplatz 23 step by step. Iris also invited people to help take it over, because visitors are welcome to be surprised, to use rooms in this building, as well as the two Airbnb apartments in the house next door. Part of the evolution is the new courtyard kitchen and the 0.2 bar. Also on the ground floor, Buddy & Murphy has been showcasing second-hand vintage clothing since 2023. Hauptplatz 23 reinvents itself time and time again because there are always new spaces opening up

Sandra Arcillas-Wurzinger worked in the Linzerie when it was still called the Arcade. Working at the Lia Peroni store at the time, she took over the Furla shop in 2020. And because the lively business women loves variety, she opened her own multi-brand gift shop Sandy’s Corner in May 2023. Sandra kept the Furla brand, and added Karl Lagerfeld, Kurt Geiger, Hey Marly, viaMAilbag, Twin Set, byVivi, Wouf and Ögon Design. This is where you will find timeless classics as well as the latest fashion trends. The range of bags, accessories and small gifts have been selected with expertise, flair and a penchant for bright colours “and a bit of kitsch”, by the owner herself. Once you have found the right bag, you can also browse through business card holders, laptop bags, hair clips, key rings and shawls. Sandra Arcillas-Wurzinger shows that she is open to new things in her small corner shop near the main entrance to the Linzerie in the same way that she gained her own experience,having studied in the Philippines, lived in the USA, worked on cruise ships and came to Upper Austria. Here, she wants to delight her regular customers and discerning fashion fans with even more brands, and one or two new tops.

Vivienne Westwood’s wise saying “Buy less, choose well, make it last” is emblazoned on the wall of the changing room, and it is 100 percent the credo here. What started as a skateboard wear brand in Eferding in 2012 has been Vresh since 2019. Virtually everything in the shop is previously owned or made from repurposed materials. Once, the team cleaned out a garden centre and turned all the water pipes into clothes rails, so everything blends “perfectly imperfectly” into the industrial design of Tabakfabrik Linz. The brand stands for basics and focuses on sustainable materials such as organic cotton and tencel and completely dispenses with printed fabrics. Two collections a year are produced in Portugal 100 percent exclusively for Vresh. And because every item needs a wearer, factory seconds are available in the shop, online and from willhaben.at. Prices at Vresh are calculated as fairly as possible, because “costs should never be a reason not to dress sustainably,” says Michi, who runs the shop. Vresh founder Klaus now mainly looks after the merch, and also travels to Portugal regularly to oversee production on site and make sure that Vivienne’s saying remains valid forever.

Finally, Linz can put its feet in the experienced hands of ACHILL & SÖHNE, too; no need to make an extra trip to Vienna for the perfect shoe insoles because they opened a new store in Spittelwiese in 2022. The three “sons” all come from Upper Austria and have always toyed with the idea of putting their feet down in the neighbourhood. True to their philosophy, “What moves us”, the special Jurtin insoles bring the heel into the correct anatomical position to ensure pain-free walking. They solve a whole host of problems – from the Achilles tendon, forefoot and irritating hallux valgus – to the knee, hip and back, eliminating the pain caused by incorrect posture. Customers bring their own shoes to get customised insoles on the spot, but they can also choose from a collection of shoes ranging from casual to elegant to running shoes, which, by the way, can be resoled – perfect after so many kilometres if your favourite pair of running shoes does not have to be completely replaced. ACHILL & SÖHNE also sell organic foot balm, shoe care products and Wildfüßler foot massage tools. These are made from wood and turned in Bad Zell in Upper Austria. They heal people suffering from heel spurs within a short time. When you step out of this store, you will be walking into a new life.

A retro car in the shop window, a pacifier garage for the pram, nappy bags you can hang up, stainless steel boxes with bamboo lids – where will you ever find things like that? Introducing Toni & Loni, the well-stocked concept store that offers barrier-free accessibility and has just opened in the Linzerie. Here you will find lovingly selected gifts for children from zero to about five that will make parents and grandparents happy to make their young ones even happier. Like the store and its target group, Anton Sigl is refreshingly young at 22. He is supported by his even younger sister Leonie, which also explains the name of the shop: Toni & Loni. The two use the experience of the entire family, which is why the collection includes their grandmother Karin Wohlschlager’s textile specialities, from her “Unsere Liebelei” store in Bischofstraße.

Anton has a keen eye for picking out things that aren’t available everywhere: from useful gadgets for the pram and adorable tableware to a cuddly doll and bedside lamp for the little ones, or a rocking horse that can turn into a push car. And when customers leave the store happy, Toni & Loni are happy too, something you can see in both of them!

The aroma of freshly brewed coffee – a house blend from Kurt Traxl’s store nearby – and warm croissants with French butter is already drifting through the inviting window of booth 16 on Südbahnhofmarkt. This unbeatable combination is hard to resist, and you can take a seat at one of the tables around the corner to enjoy it to the full. From here you can see inside the shop, which although only 40 square metres in area, holds a stunning range of produce, which is unparalleled. Such gems of fine cooking are created by the father and daughter once they have found the ultimate combination of flavours. Roman and Marlene stock their speciality store with a lot of love and knowledge about the products and their origin. In addition to a range of sauces, special pasta, jams, teas, spices and dried berries for muesli, there are delights such as poppy seed oil, gin and chilli sauces from the local Mühlviertel region, salt from Iceland, the wonderful shrub liqueur – a syrup made from vinegar essence, Prosecco and selected wine specialities. All this is framed by handmade ceramics from Portugal and Italy, pretty glass coasters and original greeting cards. Those who want to be sure about the selection in the basket can try them beforehand at tastings that are organised according to the store’s tagline: taste – enjoy – repeat.

For startups and creatives working in the areas of cuisine, crafts and design, ‘s Fachl on the main square in the middle of Linz offers the perfect sales platform: rent an in-shop creative display box in the form of one of the fruit crates that have undergone various weathering processes. Visitors have the opportunity to take their time browsing all the treasures in the creative boxes. The carefully selected, colourful mix and range of products and services ensure that the shop evolves over time, inviting you to come back and discover what’s new more often. Since there are always people who need more space to exhibit their wares, ‘s Fachl owners Michaela and Sabine also offer another 35 square metres of pop-up store space one floor above.

Originally, Waltraud Huber was just looking for a space where she could create her upcycled products on the sewing machine. She came across a pop-up store with old furniture in the listed old building just in front of the theatre. And because coffee is an essential part of her life, she sourced an original barista coffee machine with grinder from the Excelsior Caffé in Trieste. This provides the centrepiece for the café freudig (joyful), vintage café and shop. Visitors are seated on furniture from the 1950s to 1970s, surrounded by living accessories from that period. Just as art from Linz and the surrounding area is given a place on the walls, people also find find what they are looking for here among the many unique gems. Because apart from a few items, everything in Waltraud’s boudoir is for sale: a selection of clothing from earlier times, handmade items made from fabric, paper and yarn. And, of course, homemade cake, vegan cookies, and the popular chocolate tart with fresh fruit. Biography writers and a ukulele group meet here regularly, female students from the Bruckner University give concerts, authors read from their works, and you and rent the café for a relaxed soirée in private.