With its glamorous flagship stores and international boutiques, the Goldenes Quartier is undoubtedly the most high-end of Vienna’s shopping districts. Wide boulevards are flanked by historic buildings that contain labels such as Chanel, Prada, and Jimmy Choo. And, even if you don’t have the budget to splurge on high-end brands, the Goldenes Quartier is still a great place to people watch.
Mariahilfer Strasse (Mariahilferstraße)
As Vienna’s longest shopping street, Mariahilfer Strasse (Mariahilferstraße) is a staple of sightseeing and shopping tours of Austria’s capital. The bustling boulevard features classic Austrian cafés and restaurants and hundreds of stores, many of which have flagship shops here. To avoid the crowds and discover hidden gems, explore the side streets that lead off of the street.
Lined by marble buildings that date back to the 17th and 18th centuries, the shopping street of Graben is home to several of Vienna’s finest and oldest continually operating traditional shops. On this street you’ll find a porcelain shop, perfumery, and royal jeweler—in addition to one of Europe’s most ornate H&Ms.
Whether you’re looking to splurge or to window shop, no shopping visit to Vienna would be complete without exploring Kohlmarkt—a historic street with an abundance of fine jewelry stores. Kohlmarkt is home to traditional Viennese jewelers, such as the once royally-appointed Wagner, Bucherer, and Schullin; as well as high-carat brands, such as Cartier, Chopard, Tiffany and Wellendorff.