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Freihausviertel, newly cool: City guide


The up-and-coming neighbourhood of Friehausviertel comprises several streets between the Naschmarkt area and Wiedner Hauptstrasse. Only ten years ago, the area was deserted – and then some of the capital’s coolest shops and restaurants started to take over

Paulina Szmydke,

Start your day with a walk through the Naschmarkt, Vienna’s most colourful fruit and vegetable market. Marvel at the beautiful turn-of–the century architecture surrounding the stands while you sip on a mélange at Deli or nibble on some mezze at Neni.

Head right to Schleifmühlgasse and stock up on some of world's best chocolate at Grand Cacao.

At Rauminhalt you will find high-end 20th-century vintage furniture. The gallery stocks top-notch international pieces, from Arne Jacobsen lamps to Karl Wittmann couches, alongside works by local designers.

Marc Jacobs, Stella McCartney and Dries Van Noten are said to seek inspiration at Vintage Flo, a treasure trove for quality vintage fashion. How about an original Charleston dress from the 20s?

For a more contemporary look, visit Pregenzer, at the other end of Schleifmühlgasse. The boutique stocks brands such as Comme des Garçons, American Vintage and Marithé + François Girbaud.

Superated designer Peter Holzinger and partner Christian Moser set up the Samstag shop to give cutting-edge labels, mostly Austrian, a well-groomed sales venue. Reinforce your avant-garde factor with a piece by Hartmann Nordenholz.

Browse through the intriguing dress collection at Elfenkleid on Margarethenstrasse. You will probably find it hard to leave without one of the fairytale robes.

The exquisite contemporary porcelain collection by Feine Dinge on Krongasse is worth a second look.

Pay a visit to Ready-made by Salner on Kettenbrückengasse for a dress or two from Martina Salner’s ready-to-wear collection – the designer’s made-to-measure creations are also causing a stir.

Finally, stroll back to Naschmarkt for a mouthwatering swordfish at Umar Fisch, reputed to be the best fish restaurant in town.

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