Introduction (Tina)

I’m Tina, founder of GUIDED. I’ve always been interested in cities not for what’s obvious, but for their more hidden, unique spots. During my exchange year in Berlin, I pored over countless city magazines, flyers, and recommendations to find exactly those shops, stores, studios, and places that you don’t discover at first glance. Back in Vienna, this sparked a desire to create a compact format for exactly this kind of exploration.

Where are the small design shops, the exciting artisan studios, and the unique spots for fashion, furniture, and jewelry that you can’t find just anywhere? That’s exactly where GUIDED comes in. Whether in print or digital format, GUIDED gives you a quick, curated overview of unique shops, stores, studios, and labels in Vienna.

Since 2026: Further Development with Bernhard Eder

Starting in 2026, GUIDED will continue to evolve in collaboration with Bernhard Eder. I’m very pleased about this because it means GUIDED can continue to grow on a strong, well-established foundation: with greater reach, a stronger presence in Vienna, and new opportunities to raise the project’s profile. At the same time, we’re preserving what has defined GUIDED from the very beginning: the careful selection, the love for unique shops, and the joy of guiding people to places that are anything but ordinary.

GUIDED has been Vienna’s design shopping guide since 2011—in print and online. With GUIDED, you can discover curated shops, concept stores, studios, brands, and online stores in Vienna and get a quick overview of what’s happening in the city and online in the world of design.

Who is GUIDED for?

• You want to explore Vienna on your own terms and aren’t a fan of run-of-the-mill experiences.
• You appreciate design, craftsmanship, and items with character.
• You like small, owner-operated shops and enjoy supporting local designers and local businesses.
• You enjoy making new discoveries and finding great spots that not everyone knows about.
• You want to save time because a list of good places has already been put together for you.

Then GUIDED is the place for you. GUIDED takes you to small, sometimes hidden shops in this city and to unique online stores.

Reviews of GUIDED (Participating Stores)

It is not GUIDED itself, but rather the participating stores that best demonstrate what the platform achieves: visibility, discoverability, repeat business, and a trustworthy environment.

“I’ve been working successfully with GUIDED for five years… Tina Haslinger is a true professional and makes my ads more effective. I highly recommend her!”

Lore Sander · Habari Design Store

“They always feature great stores … the booklets stand out for their high quality and consistently bring new customers to my store.”

Sandra Nalepka · designsvist

“GUIDED is a great promotional tool because there’s nothing else like it in Vienna … the partnership is straightforward, respectful, and inspiring.”

Jutta Pregenzer · PREGENZER FASHION STORE

“GUIDED has brought my store more visibility and foot traffic … you really feel well taken care of.”

Doris Ackerl · raumkomplett

Media Information & Press

Would you like to participate in GUIDED with your shop, store, studio, label, online shop, or workshop? Or are you a member of the press looking for information about the project? hello@guided-shopping.at