Architectural Cities.

For 20 years, is "Foger Pure Woman" among the leading fashion houses in Austria. This is the work of its reliable and Midi Föger feel for styles and trends. In the 15,000-strong community Telfs in Tyrol offers its customers designer fashions from the world's major cities.

Foeger Woman Pure by Pedrocchi Architekten

Foeger Woman Pure by Pedrocchi Architekten

Now they are surprised with a startling and new construction of their headquarters. The Swiss architect Reto Pedrocchi expanded the fashion house is a dome-shaped building that houses the collections of new and promising fashion designers like Alexander Wang (New York) and Peter Pilotto (London).

This is their peculiar way Midi Föger continued spectacular: "First-class fashion requires a first class sales framework", said the owner of Pure Woman Föger their concept. In Reto Pedrocchi they found an architect who is their bold ideas is a perfect setting. With its 140 m2 large production, he created a new landmark in the 15,000-strong community Telfs.

This architecture should stand out, "said the Basel architect. Despite his young age (born 1973), he looks back on an impressive list of buildings. Reto Pedrocchi worked for the world-renowned architectural firm Herzog & de Meuron as a project manager at the glass Prada flagship store in Tokyo, designed with his former partner Beat Meier for the common architectural firm Pedrocchi Meier Architects in countries such as China and Davos.

For the avant-garde Japanese label Comme des Garcons designed the Basel architects two so-called "guerrilla stores". Another highlight is the participation in a project of the Chinese artist Ai Weiwei. In Inner Mongolia, Reto Meier Beat Pedrocchi planned with one of 100 villas which will be implemented in 2011. Since completion of the expansion of the fashion house Föger in Pedrocchi Meier Architects, Reto Pedrocchi now runs his own architectural firm, Architects Pedrocchi, in Basel.

The fashion house "Föger Pure Woman" directed by the architect as a place of innovation and contemplation. A partial forward tilted glass wall extends over the entire complex and combines the old with the new upstream. This is held ostensibly calm, sober materials such as raw concrete and glass contrast with a natural stone floor in warm colors and a light emitting security concept.

The new extension is a modern place of pilgrimage, "says the architect. Focal point in the interior is an intersecting concrete beam that runs through the 7.3 meters high dome-like structure made of glass and concrete half way up. At his oversized coat hook hanging from metal. "I wanted to in the presentation of fashion new ways," said Midi Föger.

Ever since she took over the fashion house in 1988 as a sole proprietor of her father, she is the creme de la creme of international fashion. Since the beginning of her career she sells. Design by design legends such as Miuccia Prada, Ann Demeulemeester and Dries Van Noten. On the occasion of the renovation of her fashion house, she is now expanding its product line with a number of international newcomer: "Young women 35-50 draw today for fashion not as deep in the pocket.

In design and quality, but still want to make any compromises. "Midi Föger provides you with the creations of the American Shooting Stars Jason Alexander Wang and Wu, the Briton Christopher Kane or the Tyrolean it-designer Peter Pilotto fashion that you hardly ever in Austria gets.

Style, Midi Föger believes is not a question of age or income. It should also be in the future success of their spectacular Tyrolean house.

Foeger Woman Pure by Pedrocchi Architekten