The historic centre of Vienna is rich in architecture, including Baroque castles and gardens as well as the late-nineteenth-century Ringstraße lined with grand buildings, monuments and parks. Since 2001 the historic centre has been listed as a UNESCO World Heritage Site. The Peek & Cloppenburg flagship store is situated on Kärntner Straße, the central shopping street within this protected area. The new building is sensitive to the historic context while asserting its own identity as a modern department store.
The multiples carry a special significance in Beuys’s oeuvre; he once said: “If you have all my multiples, then you have me completely.” Connected to his ambition to affect social change through art, the multiples allowed Beuys an avenue to disseminate his ideas at greater range.