The GORE-TEX® Culinary Series — Vienna
The GORE-TEX® Brand Culinary Series is an ongoing project in which Beinghunted., together with GORE-TEX® Studio, brings the brand’s community to the table in a different city each time. After earlier editions in Milan and Paris, the series arrived in Vienna, where friends and family of the brand gathered at Alles Wurscht, a beloved Würstelstand that quietly redefines Austrian street food.
The evening unfolded over a three-course dinner built around the city: locally sourced sausages, seasonal mushrooms, and the Punschkrapferl, Vienna’s pink-glazed, rum-soaked classic, for dessert. The highlight was less on the menu than on the wall: a display of original vintage Fiaker horse blankets made with GORE-TEX® product technologies. The Fiaker carriages have shaped Vienna’s streetscape for centuries, and the blankets, still in use by some operators today, stood for the meeting of tradition and innovation that gave this edition its theme.
Hosted for a small, local crowd rather than a broad public, the dinner doubled as an introduction: a way for the city’s GORE-TEX® community to meet one another in an unhurried setting. With its location and its locally rooted concept, the Vienna stop continued to build the Culinary Series’ identity: authentic, collaborative, and deeply connected to place.
The Culinary Series rests on a simple strategic idea: the most durable way to build a brand community is not to talk to it, but to feed it. Rather than explaining GORE-TEX® through performance or specification, the series uses a shared meal as a neutral, generous entry point, the kind of setting where people actually meet, talk, and remember. Each edition is conceived by Beinghunted. for W. L. Gore as a way to gather the brand’s local community in one room and let it get to know itself.
What changes from city to city is the local lens. Milan, Paris, and now Vienna are not interchangeable backdrops but the subject itself: the series reads each place through its own food culture and its own references, here a Würstelstand and a Punschkrapferl, elsewhere the details that are unmistakably native to that city. By anchoring a global brand in hyper-local detail, the work positions GORE-TEX® as something that belongs everywhere precisely because it adapts to each somewhere.
The product is present, but never the pitch. The vintage Fiaker blankets carried GORE-TEX® technology into the evening as a piece of living history rather than a feature list, letting the audience arrive at the brand’s relevance on its own. Across stops, Beinghunted. remains the constant, curating each edition so the series accumulates a coherent identity while staying true to the place it lands in.
