The new Tirol Shop, a clothing and accessories store of the Tirol label, was designed through a cooperation between Nina Mair and the renowned architecture firm Snøhetta. The fundamental values of the label, strength, naturalness and authenticity, have been translated into architecture. The architects respond with a strong contemporary gesture to the protected historical building and its medieval vault. Similar to a wooden shell, the massive larch wood floors also rise to the walls and make a formal counter for the white vaulted ceiling. The use of untreated larch reflects the closeness to nature which the Tirol label stands for and creates a calm and homely ambiance. The products are showcased along the walls of the almost square space. The two-part sales counter, also built of massive larch wood, is centrally placed thus guiding the visitors around the custom-made piece of carpentry. Incorporated into the front side of the counter, wooden lamellas are shaped into the Tyrolean topography. These slats arise from the new „Corporate Architecture“ of the Tirol brand, architecturally formulated by Snøhetta. This design element will henceforth accompany and strengthen the Tirol label providing a consistent and authentic image.