An XXL red ribbon sends Vienna into a frenzy; between the glittering lights and traffic chaos, the "Mascherl" on Kärntner Straße becomes a globally celebrated selfie hotspot.
Everyone loves the "Mascherl", as the Viennese call it. The "Popp&Kretschmer" department store on Kärntner Straße in the Austrian capital is adorned with a red XXL bow; as always in the run-up to Christmas - but this year it is more famous than ever. Thanks to viral social media hype, it is currently attracting more attention than the opera, St. Stephen's Cathedral and the magnificent architecture combined.
The oversized bow, which sparkles with lights in the evening, has been hanging on the corner of the fashion store since mid-November - initially intended as a charming addition to the Christmas lights. But what began as a festive idea turned out to be an international pilgrimage site for anyone chasing the perfect selfie. At the moment, a dense stream of people wanting to take photos forms every day as far as Walfischgasse - often even on crosswalks or standing in the middle of the road, even when the light is red. At times, traffic is barely moving.
While Vienna struggles with honking columns and annoyed drivers, the web celebrates the loop as a visual winter wonderland. Videos from all over the world are collected under the hashtag #ViennaBow. Comments are overflowing with travel promises, heart emojis and spontaneous bucket list additions.
The community is already joking about "Shibuya Crossing 2.0". A reference to the legendary intersection in Tokyo's Shibuya district, where all the pedestrian lights turn green at the same time and thousands of people cross the street from all directions in choreographed chaos within a few seconds. A comparison that causes more eye-rolling than enthusiasm in Vienna itself.
This is not the first time the red ribbon has been at the center of the hustle and bustle. It had already become a selfie favorite in the past and was even temporarily banned in 2020 - too eye-catching, too distracting and too risky for traffic.
And now Vienna is once again faced with the question: will the red Mascherl continue to exist in the future?
