Salzburg
Strangely unique
Oh, Salzburg, you unrivaled global village!
So beautifully nestled between your three city hills. So hopelessly in love with all your clichés, and yet so much more than that. Behind all the baroque festival glamour, the sticky Mozartkugeln, and the *Sound of Music* idyll lies a second Salzburg: rougher, more cosmopolitan, more creative, and more international than one would expect of this city. Full of people who have gone out into the world only to return again and again, or who have ended up here to stay. In this constant tension between the world stage and the provinces, Salzburg remains, after all, always Salzburg. Strangely unique.
Text: Stephan Huber. Photos: Yasser Almhna, @yasser.a.studio
ADRIAN GOIGINGER
Director, Writer, Filmmaker
I was born and raised in Salzburg. After graduating from high school in 2012, I co-founded the film production company 2010 Entertainment GmbH with two colleagues, where I serve as director and screenwriter for short films, commercials, corporate videos, and music videos. My feature film debut, “Die beste aller Welten,” premiered at the 2017 Berlinale. In addition to my passion for film, soccer holds a special place in my heart: I am now a member of the board of directors at Austria Salzburg. @2010_entertainment
1| Austria Salzburg Stadium in Maxglan
I’ve been a die-hard Austria Salzburg fan for over 25 years now, and the stadium in Maxglan has really grown on me. Since I’m now on the board and my son plays for the youth team there, I’m at the stadium several times a week. I’ve experienced many moments of joy there, but also many disappointments—above all, though, it’s all about the emotion! @austriasalzburg
2| 47°50'08.9" N 13°01'25.3" E
As a child, I spent the night at this spot on the banks of the Salzach dozens of times; we built campfires and had all kinds of adventures. It was like my living room, and it also served as the filming location for my first movie, *The Best of All Worlds*.
3| Kapuzinerberg
My children’s local mountain. We lived in Schallmoos for a few years, and we used to walk up the Kapuzinerberg almost every day. It was especially wonderful during the pandemic. I’m an avid trail runner and have run up it countless times. My favorite route is the climb from Linzergasse, near the Stations of the Cross, up to the monastery.
CAROLIN SINEMUS
Owner and designer Madl
Six years ago, I bought Madl, the long-established tailor and couture house on Getreidegasse, and became a new resident of Salzburg. After studying law and fashion design in Berlin and Paris, and working as a designer in Hong Kong and Milan, it was a challenge at first. A rather small city, new people, a new company, new colleagues. Making friends, getting to know the company, and making it my own. But Salzburg somehow makes it easy. Several times a year, the city transforms into an international hub brimming with inspiration: opera, theater, music, and culture at the highest level. This contrast between cosmopolitan flair and the tranquility of a small town is truly special. @carosinemus
1| Madl
Madl has close ties to the unique city of Salzburg. Located in the heart of Getreidegasse, our studio creates bespoke pieces, haute couture, and handcrafted one-of-a-kind items for a national and international clientele. It is work that demands great dedication and skill, and one that can likely only thrive here—amidst tradition, culture, and personal connections.
Salzburg has become an oasis for me—for my eyes, my ears, and my soul. Of course, it’s important to get away every now and then, to experience other cities and meet new people, so I can find fresh inspiration and come back with a new perspective. But I really love it here! @madl_salzburg
2| Schlosswirt Restaurant, Aigen
A particularly magical place in the summer, in the garden under the chestnut trees. Aigen always feels like a getaway to the South of France—the gravel floor, the excellent cuisine. Maybe it’s childhood memories of past vacations, but in any case, I’ve always left feeling recharged, full, and happy. @schlossaigen
3| Marina Abramović, “Spirit of Mozart”
Amid the hustle and bustle in front of Spängler Bank, by the Salzach River and the Staatsbrücke, stands a sculpture consisting of eight chairs and a 15-meter-tall chair. Although the corner is so bustling and hectic, I’ve often sat there—perhaps precisely because of that—and watched people. That’s important in my line of work. For me, the tall chair symbolizes looking beyond the city, beyond boundaries, being open and curious, broadening one’s horizons, and constantly evolving. Also important in my profession.
PAULA BRÜNDL
Freelance chef
I am a passionate freelance chef. My culinary journey began in the Ahrntal valley in South Tyrol, where my grandparents produced and processed natural foods. It was there that I discovered my love for nature and its bounty at an early age—initially out of a sense of adventure, and today out of conviction and a deep connection to the natural world.
Thanks to my mom, I grew up eating freshly prepared South Tyrolean cuisine. These simple, regional dishes shaped my palate and, to this day, define what good food means to me: authentic, fresh, and without any frills.
I moved to the U.S. when I was 15, and to Colombia when I was 18. It was there that I realized just how closely food is tied to home and identity. While studying psychology in Vienna, my passion for cooking was sparked during the first lockdown. I participated in TV shows like “Die Küchenschlacht” and “The Taste,” which I eventually won—and after that, I decided to pursue a career as a professional chef. I began my training at Steirereck in Vienna and continued it at Mühltalhof under Philip Rachinger. @paulabrundl
1| Meindl Store on Linzergasse
I’m a huge fan of this family-run business and the craftsmanship they embody. Here, a natural material is transformed into something of high quality and lasting durability. I find their holistic approach particularly inspiring. Even leather that cannot be used for culinary purposes is given a new, valuable life here. I love how leather develops a patina over time and becomes more and more beautiful—pieces for eternity that express true appreciation.@meindl_fashion
2| Schranne
I love going to the market because I’m guaranteed to find fresh, locally sourced food there and get to know the producers personally. This helps me develop a connection with the people behind the products, and I’m convinced that this also influences their flavor and energy. For me, going to the market is an expression of appreciation and often the most creative part of cooking: sometimes all it takes is seeing two ingredients side by side for a new idea to emerge.
3| 220 degrees
A family-run business in Salzburg with incredibly warm hosts, a lot of hard work, and creativity. I especially love the café in Nonntal—the combination of raw concrete walls and the lively bar in the middle really speaks to me. For me, a mindful coffee ritual is pure luxury. High-quality coffee from their in-house roastery, beautiful cups, and a cozy atmosphere make the experience special. Add to that amazing homemade cakes and the chance to try different types of coffee. @220grad
STEPHAN HUBER
Publisher and Editor-in-Chief of style in progress
1| My childhood home
My childhood home at the foot of Hohensalzburg Fortress sometimes gave rise to “suspicions of wealth.” And indeed, I grew up there with the greatest wealth one could wish for: loved and free. When someone asks me where I’m from, I almost always reply, “I’m from Nonnthal!” A pathologically curious small-town boy with big dreams and a big mouth, who ended up in the world of fashion seemingly by pure chance—and yet, somehow, not quite by chance. And because I was able to make this world my own in my own way, but above all because I’ve had the privilege of meeting—and continue to meet—so many truly wonderful, exciting, and lovable people in it, I’ve stayed. Ultimately, most of the thought loops, themes, stories, and questions that constantly swirl around in my head were sparked by encounters and conversations with people. I like that, and I hope it stays that way. The future is wide open!
2| The Untersberg
The view of the Untersberg—or, more precisely, of Salzburg’s “Hochthron”—has been a constant presence in my life for as long as I can remember. Whether it’s from here, across the Krauthügel—a place steeped in personal memories—or from the other side in Anif, where I now live with my family, the Untersberg is simply always there. A constant amidst the changing hours of the day, the seasons, and the stages of life.
3| Healthy is better
In October 2024, my wife Susanna opened “Gesund ist Besser” in the heart of the Kaiviertel—a natural combination of a forward-thinking medical practice specializing in integrative, longevity, and preventive medicine, and a personally curated concept store offering high-quality micronutrients, superfoods, and clean beauty essentials. It’s in a wonderful neighborhood alongside Ma Makers Café, Golden Soul, Bergers Feinste Confisserie, and many more. This is how cities have a future.@gesundistbesser
ANASTASIA BEKETOVA & MARINA REIFENSTEIN
The founders of Ma Makers
Even as a child, cooking and the restaurant industry were a big part of my life. My name is Anastasia, and I come from a family of Ukrainian restaurateurs where food has always held a special place. My parents were constantly in the kitchen, and I was inspired by that from an early age. While studying in Salzburg, I wanted to deepen my knowledge of organization and business, so I tried out various jobs. During the pandemic, I finally found the time to delve deeper into baking and discover what truly brings me joy. Marina and I both realized that Salzburg lacks places that stand for high-quality ingredients, mindful enjoyment, and a new generation of gastronomy. Since we ourselves had often searched in vain for exactly such offerings, we decided to create them ourselves.
My name is Marina, and I grew up in the Lungau region of Salzburg before moving to Salzburg for college. From an early age, I’d always wanted to launch my own hospitality venture someday. After living in Italy, Brussels, and Helsinki, I returned to Salzburg for a job in the hotel tech industry and quickly realized how much being close to the mountains meant to me. Over time, I began to long for more “New Wave Gastronomy” in Salzburg—and so, after a brief stint at a bakery in Copenhagen, it became clear: I wanted to open my own café and bakery. Anastasia and I noticed that there are many young, creative people in Salzburg, but few places where they can come together; at the same time, it was time for us to create something of our own—and that was the beginning of Ma Makers.
1| Ma Makers Café
At Ma Makers, we’re fulfilling our desire to make more things by hand, offer natural and seasonal products, brew great coffee, and bring back the idea of artisanal food preparation in a modern way. The space has become a neighborhood hub for the Salzburg community and feels very much like home to us.@mamakerscafe
2| Baltram – Fine Pastries
Pure craftsmanship from a top-notch patisserie—whether it’s French pastries or petite tarts, we really appreciate the attention to detail and professionalism, especially since we come from the industry ourselves. Plus, the timeless charm of the place really shows its character. We often stop by to pick something up, enjoy the charming location away from the bustling city center, and then take a stroll along the Salzach. @patisserie.baltram
3| Natural Wine Dealers
Our long-standing partners—a young, passionate duo who seem to know everything there is to know about natural wines and bring a wealth of experience to the table. It’s always a pleasure to stop by their warehouse in Riedenburg and browse through thousands of bottles of wine. Rafael and Nina also always have a few fine wines ready for tasting—it’s never boring! @naturalwinedealers
ANNE-LIESE PREM
Head of Cultural Insights & Trends, Loop
I grew up in the mountains of Pongau and spent many years traveling between different places and cultures, such as Australia and Africa, before moving to Salzburg over ten years ago. What surprises many people is just how international this city feels. Thanks to its location, you can quickly reach other cities and countries while still living very close to nature.
Today, I work as Head of Cultural Insights & Trends at Loop, an international digital agency. In a way, my work also reflects my own perspective: working out of Salzburg while always keeping an eye on the wider world. Salzburg has a quiet but very international creative scene that many people from outside the city don’t expect. @anneliese.prem
1| Thaddaeus Ropac Gallery
An opening at the Thaddaeus Ropac Gallery always feels like a window into the international art world. The mix of artists, collectors, and visitors is always exciting and stylish. The gallery showcases some of the most important contemporary artists and serves as a reminder that Salzburg plays a significant role in the visual arts as well as the festival. Villa Kast is also a beautiful setting for a leisurely stroll through the exhibition. @thaddaeusropac
2| Salzburg State Theater
A place that brings back early memories of culture for me. I took ballet lessons in Pongau, but the best part was always going into town with my mother to see the ballet matinees and performances at the Salzburg State Theater. The costumes, the stage, and the atmosphere were amazing to me.
That sense of magic has stayed with me to this day. Even now, the theater continues to surprise me with bold productions—most recently, for example, with a play dedicated to Rosalía. @sbglandestheater
3| Fürst Café and Pastry Shop
A true institution that has been a part of my life for as long as I can remember. My parents used to go here on dates, which has firmly anchored this place in my heart. The Mozartkugeln wrapped in blue and silver are a classic souvenir from Salzburg and always bring joy. When I’m out and about in the city, I like to stop by for a quick coffee, flip through newspapers, and enjoy the unmistakable Salzburg coffeehouse atmosphere. @originalmozartkugel
ALEX KARIOS
DJ & Founder of Sonntagstanz
My name is Alexander Karios, and I’m a DJ and the founder of Sonntagstanz—a curated daytime event for electronic music that I launched in 2018. What started as an idea quickly became a staple of the scene.
On sunny Sundays in the spring and fall (outside the typical swimming season), the Waldbad in Anif becomes a gathering place for all lovers of house music. Right by the water, a special atmosphere takes hold—relaxed, open, and full of positive energy. That’s exactly what Sonntagstanz means to me: great music and great people for those moments when everything feels just right.
As a DJ, I travel internationally myself, and it’s precisely these influences that shape my events. Thanks to my network, I’m able to bring exciting artists to Salzburg time and again and put together diverse lineups. Sonntagstanz is now expanding beyond the city—with initial stops like Vienna already part of the lineup. Still, Salzburg remains our home base. @ikarios_
1| Anif Forest Pool
Our go-to spot for Sunday dancing. On the pier, right by the water, people dance, party, and simply enjoy the moment—well into the night. The atmosphere there is hard to beat. @sonntags.tanz, @waldbad.anif
2| Café Bazar
The combination of cuisine, service, views, and ambiance at Café Bazar is a winner across the board—the perfect place to unwind or meet up in a relaxed setting. @cafebazar_salzburg
3| Banks of the Salzach & Alm Canal
My favorite getaways in the summer. With friends, music, and a few drinks, you can spend hot days here relaxing without leaving the city.
YASSER
Photographer and Art Director
I was born in Iraq and grew up in Europe, caught between two cultures and two languages. At first, I often saw this as more of an obstacle, but today I see it as an enrichment. This perspective that spans different worlds has shaped me and plays a major role in how I see images. I started photography back then to better understand myself and find my place in a new environment. For me, it wasn’t just a creative tool at first, but also a way to connect with people. Through the camera, I could observe, get closer, see stories, and slowly start to feel more at home.
Today, I work as a photographer and art director across fashion, commercial, creative direction, and moving images. In my work, I’m drawn to natural moments, people, light, nature, and subtle gestures. I like images that are warm, calm, sometimes high-contrast, but not too perfect. They should evoke a feeling, not just look beautiful.yasserstudio.com, @yasser.a.studio
1| My Home
My favorite place in Salzburg is my home. It might sound unspectacular at first, but to me, it’s the most important place. It’s where I can gather my thoughts and unwind. Precisely because I’m constantly on the move between different places, people, and projects, I really need this personal space. It’s a home, an office, and a studio all in one, but above all, it’s a place where I can find peace, recharge my batteries, and reconnect with myself.
2| Townhouse
To me, the Townhouse is one of those places where you wouldn’t expect what’s happening inside just by looking at it from the outside. It’s very unassuming in the old town—almost the kind of house you’d walk right past—but inside, it’s suddenly a whole different world. I was there once for a production and could hardly believe how much a space can do to you. The light, the old walls, the materials, art, and furniture exude a special sense of calm. Nothing feels random, but it’s not too perfect either. It feels warm, almost a little secretive—as if you’ve briefly left Salzburg behind. @townhouseweisseskreuz
3| Between the Mozarteum and Mirabell Park
I’m not exactly sure why this place is one of my favorites. Maybe because it’s often where I start my walk. It’s not a place where you have to stay for long; you can just stop for a moment, sit down, and let the surroundings sink in. I really like the mix there: modern architecture, greenery, art installations, and the interplay of light and shadow. It’s a transitional space, somewhere between the city, a garden, art, and everyday life.
