In his work, Rudolf Fitz deals with the Viennese and international streetscape and typeface as we seem to know it from the past. However, the cafés, stores and sausage stands are rarely real. Fitz composes them from memory and fiction and pays particular attention to the neon signs. These can still be found in the streets of Vienna today, albeit often only as a “shadow” imprint on the wall of the building, whose color in this area has aged less quickly than the rest of the wall surface due to the neon tubes.

Large corporations and, above all, e-commerce have caused the small, charming retailers that specialize in different fields to disappear. As a result, stores are being closed down and knowledge that has been passed down through generations is being lost. This is less of a problem for younger people, who get their expertise and experience from the internet, but poses a major challenge for the older and less tech-savvy generation. The social component is also disappearing. Whereas people used to know the baker or butcher personally, today everything is in an anonymous supermarket. Specialized retailers are being replaced by large corporate chains, which are increasingly blurring the city streetscape and creating a sterile impression without character. Even today, kebab or Asian noodle stalls are increasingly being found in former sausage stands. Traditional coffee houses are having to close and old cinemas are struggling to compete with streaming providers such as Netflix.

This problem has long since developed into an international phenomenon and can also be observed in other countries such as Italy. On the occasion of his honeymoon (Luna di miele), Fitz spent an extended period of time in the Apulia region and was inspired by cities such as Bari. In the smaller towns and villages, the traditional stores have managed to survive and give an impression of how things used to look in the neighborhoods.

The works shown in the exhibition depict cafés, restaurants, bars and small retailers, some of which are still open, but some of which have already closed. The lettering of the businesses also plays an important role in this series of works. They are an indicator of the era from which the establishment originates and the history behind it. While the neon tubes in Vienna in the 60s and 70s stood for a time of upswing and modernity, the pictures from Italy predominantly feature hand-painted names. These are no less attractive and lend the stores an individual character. Crumbling house facades allow conclusions to be drawn about the condition of the premises and the economic situation of the region.

With great attention to detail, the images transport us to Italy past and present. The restaurants, which are open but closed at lunchtime, are reminiscent of the side streets during a summer vacation. The entire exhibition invites you to stroll through a fictitious Italian city and evokes associations with childhood memories or your last visit to Italy.

Rudolf Fitz’s works are a nostalgic reminder of times gone by, be it the chewing gum machine on the corner or the small cantina where the locals go to eat. However, they are not only a reminiscence but also a reminder of where a mentality of ever cheaper leads. While a few large companies are getting rich, tradition, craftsmanship, jobs and the cityscape are being destroyed. The exhibition provides an opportunity to reflect on our own consumer behavior and to continue to appreciate the remaining traditional stores.