Millinery Held

The city's façades reflect the current battle for urban retail space. International brands with their global logos are increasingly replacing long-established, entrepreneur-owned stores. Fortunately, some of them still do exist and are part of the city's visual identity. The lettering of the Held company was designed by Elisabeth Mittermayr, a daughter of the well-known Tyrolean graphic artist Arthur Zelger (1914-2004). It is a noticeable radical, constructivist and reduced design, set in green on a brass-colored metal portal. It is quite an ambitious design statement and an interesting contrast to the gold and black enamel sign inside the store.