​In 2023, the Austrian health brand BIOGENA unveiled its futuristic brand world with the opening of BIOGENA BRANDBASE 01—designed by Studio Riebenbauer—right in the heart of Salzburg's old town. This place of superlatives on the famous Getreidegasse was introduced to the media as part of the opening event. The core concept includes the futuristic "Welcome to Yourself" tube, the BIOGENA Brandstore, the state-of-the-art 24/7 store, the BIOGENA Alimentastic Bar, and the Bionary Lounge.