A visit to the luxury store Franz Kraler is a shopping experience that transforms into a true sensory and artistic experience. "The castle" is derived from the annex of the famous Grand Hotel Dobbiaco, the summer residence of Emperor Franz Joseph. Spread over three floors for men's, women's, and children's collections, it pays the utmost attention to customer well-being. Behind the 41 very bright display boxes, illuminated even at night with energy-saving colored LEDs, everyone can enjoy shopping in an atmosphere that is nothing short of welcoming: from the private room with a fireplace and adjoining tea room, to the nursery space with plush toys, the 3D screen for animated films, and pedal cars; from the bar with a stube always open, to the relaxation area for welcoming the disabled; from the light cashmere kimono robe in winter and fresh linen in summer, available in the fitting rooms along with slippers with the logo, to the immense, welcoming terrace, where there is also space for the kennel and bowls reserved for four-legged friends and where smokers are invited to use the ashtrays embedded, retractable, in the wrought iron railings. Fashion interacts with the territory and aims for tomorrow. Adjacent to the "Castle," a building that dialogues with the surrounding nature and existing architecture, addressing energy-saving issues and the undeniable need to be practical and functional. Two perfectly hidden underground floors capture sunlight through a long window, and a gold leaf wall interprets the preciousness of what the Kralers keep in their romantic alcove. An architectural composition that confirms Franz and Daniela's ingenuity in decoding the sphere of fashion and art in a broad sense, expanding the concept of shopping experience even outside the boutique. Eco-compatibility becomes a necessity of life, adopting energy-saving systems such as cutting-edge insulation, structures made with typical local materials. A contemporary, astonishing, and unexpected place, the gravitational center of a unique world, permeated by the desire to combine ideas, art, and trends. A location that aspires to be the exclusive stage for fashion shows, cultural events, exhibitions, and show-cooking or design events.