All that is Sheyn, is schön! As Europe's first concept store of its type, Gottfried & Söhne specializes in high-quality contemporary design from Israel and design by Jewish designers, who are active around the globe. As part of VIENNA DESIGN WEEK, the department store salon in the Jewish Museum Vienna presented the latest line from the Viennese label Sheyn. Nicolas Gold and Markus Schaffer of Sheyn describe their designs as “tiny architecture for home and body”. During the opening hours of the shop and an exclusive matinée on the Sunday of the festival, visitors had the opportunity to experience the objects – from vases and bowls to jewelry and other interior design elements – at close hand. Design Week director Lilli Hollein and museum director Danielle Spera took advantage of the tasteful ambient to stage a small photo shooting with all the participants. Their attention was particularly drawn to the presentation of a selection of shapely containers made of cornstarch in a highly discerning range of colors. Conclusion: “cool elegance at the highest technological and ecological level.” Incidentally, the word “sheyn” is Yiddish and means “schön” or “beautiful”.