Sagmeister Aquarium Concept Store

About the Business

The business ‘Sagmeister’ is family-owned and located in Austria’s Vorarlberg region. With its impressive legacy, it was founded in 1844 as a woodturning workshop in Bregenz, the company has evolved over six generations into one of the region’s best-known fashion retailers. Today, it is led by Caroline and Clemens Sagmeister—continuing the tradition of quality, style, and innovation.

The Aquarium: A glass loft full of creativity

A glass loft by Lake Constance filled with colorful, creative “fish”: The Aquarium by Caroline and Clemens Sagmeister in Bregenz is far more than just a retail space. It’s a bold response to the challenges of traditional brick-and-mortar retail—and a vibrant meeting point for creative minds from the region and beyond.

Spanning 400 square meters with breathtaking lake views, the Aquarium introduces a completely new retail experience. The concept is built around a radical partnership model: Sagmeister provides the curated space and qualified staff, while 23 partners contribute their products and temporarily rent display areas.

From fashion to furniture and gourmet food, the Aquarium unites what is typically sold separately. AlphaTauri fashion meets CASA furniture, Tiefgrün plants sit next to Sakura sushi, Brunner bookstore stands alongside sustainable meat products from “Der Jogi.” It’s a complete retail universe intended for people aged 9 to 99 who value quality and individuality.

“It reduces risk for retailers and creates space for creativity,” explains Clemens Sagmeister.

Flexibility from the start with advarics

Sagmeister has been working with advarics and its cloud-based retail ERP system since 2018—a decision that proved especially valuable for the Aquarium project.
The innovative concept with changing partners and dynamic assortments demanded maximum flexibility—exactly what advarics provides. The existing setup met all requirements without needing customization or special development.

The implementation was seamless: after just one consulting session to align on the concept, the system was up and running without complications. Every day in the evening, all 23 partners automatically receive detailed performance reports—without needing their own inventory systems. This automation makes the complex partnership model viable and builds trust among all stakeholders.

Innovation meets tradition:
The latest Self-checkout Mode in action

The Aquarium volunteered as the pilot customer for advarics’ new self-checkout solution. As such, the Aquarium is gathering valuable insights into the future of retail. With just 1.5 employees covering 400 square meters, the self-checkout station is not just a convenience—it’s a critical component of the concept.
Customers are already embracing the new technology, appreciating its speed and simplicity. But this is only the beginning: the vision goes far beyond regular store hours.
In the future, customers will be able to shop even outside traditional business times—for example, grabbing a morning coffee after yoga by the lake.This transformative customer experience means that the Aquarium is more than just retail, it has become a 24/7 retail space where the lines between retail, hospitality and lifestyle have seamlessly blended into one.

Success across the board

The Aquarium concept is perfectly in tune with the times, gaining attention far beyond the borders of Vorarlberg. Originally planned for 10 partners, the concept store launched with 23—and there’s already a growing list of interested collaborators who are waiting to participate. The demand for authentic, creative retail formats has never been greater.

One particularly compelling aspect is the partner selection strategy: In addition to established local brands, Sagmeister actively seeks out the region’s “missing heroes”—creative talents who once left and are now invited back. This mix of local and returning contributors gives the Aquarium a special authenticity and energy.

Every four months, the partner lineup is reshuffled. New contributors join, established ones reinvent themselves or give way to new ideas. It’s a living experiment, proving that retail can be collaborative, dynamic, and full of passion.
The concept is also energizing for staff: the entire team is inspired by the unique spirit and fresh approach.