ICONIC ARCHITECTURE: Architectural icons

Sometimes a picture tells more than a thousand words. For the 2026 article series, we have selected the theme "Iconic Architecture," which manages to translate the unspoken into a language that is easily understandable for viewers and requires no grand words.

Iconic architecture is expressive enough on its own, often bold and unconventional, yet approachable, self-explanatory, and above all unique. It represents a defiant stance against the mainstream, which often places floor area optimization above aesthetics, and may at times sacrifice a bit of pure functionality. But in exchange, it offers a magnificent gift to the eye and imagination when, as an architecture enthusiast, one can read between the lines and lose oneself in uncommon forms and details instead of once again slipping past functional blandness.

In Austria, such a symbiosis between spectacular appearance and multiple functions was realized. The famous Loacker Hazelnut Wafer celebrated its 100th birthday in 2025 — reason enough to create a flagship store in Heinfels, East Tyrol, as part of this special anniversary, which is far more than just a sales location. The Italian architecture firm MoDusArchitects designed a café, a shop, a patisserie, and a pavilion under one roof, where now over 3,500 visitors daily can experience the pulsating heart of the brand. The so-called "Loacker Galaxy" combines connection, experience, and enjoyment in an architectural space that simultaneously unites tradition, innovation, and international appeal.

The Loacker Galaxy spatially translates the brand values directly into an architecture where craftsmanship, industrial precision, and the characteristic colors become visible. Shifts in scale, dynamic visual axes, and surprising spatial sequences create an exciting experience that tells a success story. As visitors move through the various areas—from the café through the shop to the workshop—they not only experience the diversity of products, but also immerse themselves in a carefully staged environment that connects the brand's past and future while making this journey emotionally tangible.

"Loacker Galaxy is our first foray into the world of retail. Thanks to carefully selected spaces, the expressive use of materials, and surprising differences in scale, the project condenses Loacker's extensive offering in a recognizable, exciting, and spacious place that evokes the same wonder and enthusiasm that a child feels when entering a candy store," says Sandy Attia and Matteo Scagnol, the co-founders of MoDusArchitects.

The characteristic red of the Loacker brand is strategically employed to anchor the corporate identity in the space. Large, sometimes daring structures create dynamism and energy, while wood and stainless steel conduct a dialogue between tradition and modernity. Wood conveys warmth, craftsmanship, and closeness, while stainless steel conveys precision, industrial sophistication, and high-tech production. This combination shapes every area of the flagship store and gives it iconic recognition value.

On the ground floor, a wood coffered ceiling connects the café and shop. Its abstracted wafer pattern contrasts with the cool gray tones of the stone floors and structures the space into a distinctive rhythm. The sculptural stainless steel counter at the entrance functions as an eye-catcher and introduces the material and formal language. Surrounding wood paneling with round passages creates flowing transitions between seating areas, cafeteria, and store, with lounge zones invitingly designed for short breaks or longer visits.

The shop itself is conceived as a "galaxy of flavors." Ten oversized stainless steel totems, 257 by 362 centimeters in size, hover just above the floor on rotating columns. They can be moved, so that the spatial configuration constantly changes. This dynamic arrangement conveys abundance and diversity, allows visitors to rediscover the products, and creates an experience of movement, play, and curiosity that makes the entire brand world architecturally intensely experiential through constant simple and randomly occurring changes.

Behind the totem forest, a pick-&-mix display complements the staging. Adjoining vertical compartments arrange wafers, candies, and chocolates graphically and by color. In between, the bold brand red repeatedly emerges as an accent, while products are visually showcased and the diversity of selection is made clear. In this way, visitors experience the spatial design as an integral part of the brand message, as color, form, and material make Loacker's actual identity sensually tangible in many details, thereby enhancing the joy of discovery.

On the upper floor, production transforms into a kind of stage set. In the wafer workshop with its characteristic pill shape, visitors can make their own wafers and thus immerse themselves even more deeply in the brand experience. Staggered in height, with black wood installations and red tiles, strong color contrasts are created, reinforced by an oversized, disc-shaped light fixture that stages this platform. From surrounding galleries, families can observe the wafer manufacturing process and witness firsthand the artisanal precision that goes into wafer production.

The outdoor area is accessed through a glass vestibule that connects the café, hazelnut garden, and playground with each other. The new service pavilion separates the parking lot and terrace from one another, provides shelter for an ice cream stand and additional facilities. Its rounded form, the wood paneling with rhombus-shaped cutouts, the stainless steel panels, and the expressive concrete columns cite elements from the interior design and architecturally extend the brand aesthetic outward. At the same time, they thus enter into dialogue with the surrounding alpine outdoor world and connect the built and the natural into a whole.

With the Loacker Galaxy, MoDusArchitects have succeeded in creating an experiential space that unites architecture, brand identity, and product experience into a spatial narrative in a very individual and tailored way. The flagship store thereby becomes an international design highlight that stages Loacker as a visionary brand in the confectionery world and makes it three-dimensionally tangible on multiple levels.

All images : © Marco Cappelletti