The fashion-forward gallery gegenalltag is much more than a shop: it’s cultivated itself into a forum, lab and exhibition space for young and international fashion, displaying works of textile art as well as highly wearable clothes.

The exhibition area at the Museumquartier’s Electric Avenue provides a venue for conversations about fashion and fashion performances. The boutique regularly curates “Selections,” a series of exhibitions revolving around themes such as the previous “Länderspiel,” fashion from Germany and Poland, and “Remade,” which dealt with upcycling in fashion.

This is a place to apply critical thought to fashion—and to acquire unique, definitive items. No wonder gallery gegenalltag champions its highfalutin philosophy, “Fashion speaks in the future tense, in disguises, in tongues; it tells us of future temptations, of new bodies, of things to come”—and gets away with it.