The event began at Café Museum on Karlsplatz, one of ten restaurants now owned by Irmgard and Berndt Querfeld. In her presentation, Irmgard Querfeld explained what it takes to successfully manage a café, patisserie, and restaurant empire with 350 employees. The family has been operating coffee houses in Vienna since 1976 – in addition to Café Museum, these include Café Landtmann next to the Burgtheater, Parkcafé Schönbrunn, and the Bootshaus on the Old Danube.
Afterwards, the group delved deep into Vienna's underworld, as the members of the Brand Club Austria embarked on a "Third Man Tour" through the city's sewer system. There, where the British film classic "The Third Man" with Orson Welles as Harry Lime was once filmed, and where today the 250 Viennese sewer workers perform their duties, the members of the Brand Club Austria were shown the city beneath the city.
After a stroll through Vienna's Naschmarkt, one of the city's most popular squares and a brand in its own right, the group visited the nearby Third Man Museum, the world's only museum dedicated exclusively to a single film, run by Gerhard Straßgschwandtner. Following a guided tour of the museum, the participants engaged in a discussion with Josef Gottschall (Vienna Water Management), Gerhard Straßgschwandtner (Third Man Museum), and Elisabeth Kuntner (Vienna Film Commission) about the "Third Man" brand, film marketing, and film tourism in the Austrian capital.
Closing event at the boathouse
After the informative presentations, the Vienna Brand Day ended with a relaxed summer get-together in the boathouse of the Querfeldt family on the Old Danube.
„"During our Brand Days, we want to get a feel for a brand's DNA. By going directly to the companies and holding in-depth presentations and discussions there, we enable participants to gain a direct and particularly lasting insight into the worlds of successful brands."“