I Love Brot

Vienna’s First Bread Vending Machine

The bread that is thrown away every day in Vienna could easily supply the whole of Graz – Austria’s second-largest city. The project I Love Brot shows that this does not have to be the case and that there are also economically interesting solutions to the problem of bakery waste: Together with baker Horst Felzl, Kathrina Dankl and her interdisciplinary team developed the snack Felzolini made from yesterday’s bread as well as Vienna’s first bread vending machine.


Baked goods are a category of products where absolute freshness is essential. For this reason, food waste is relatively high. At Felzl, a bakery chain based in Vienna, this was no different. Stale and expired baked goods had to be disposed of for a fee – in addition to an ethical also an economic problem.


Studio Dankl’s approach

The innovation was based on in-depth analyses of the initial situation. Over a period of one and a half years, the bakery’s material flows were documented, energy consumption was measured, and the company was subjected to a sustainability assessment. At the same time, solutions were developed in co-creation processes with employees and customers.

„In the joint project I Love Brot, very coherent and sustainable solutions and products were created. What is special and remarkable is not only the commitment with which all project participants were involved until the end, but also the added value for customers and the Felzl brand that continues to this day – six years after the project was completed.“

Horst Felzl (Founder Felzl Café Bäckerei)

Vienna's first bread vending machine at Schottenfeldgasse 88.


Vienna’s first bread vending machine

A bread sales machine was installed at Schottenfeldgasse 88. After closing time, it is filled with the baked goods that did not find buyers during the day. Consumers are offered the opportunity to obtain high-quality bread and pastries after closing time and thus contribute to reducing the amount of baked goods waste. In the meantime, whenever Felzl opens a new branch, the company tries to install a bread vending machine.


Bread from the previous day is cut into wafer-thin slices, roasted with the residual heat from the oven, and flavored with high-quality ingredients. The result is a completely new snack made from toasted bread chips in different flavors.


I Love Brot has great strength externally – but also internally: Thanks to the project’s history and title, there is a deeply rooted awareness of the sustainable use of bread in the company to this day.“

Horst Felzl (Founder Felzl Café Bäckerei)

Project implementation with the support of the Vienna Business Agency. Project leader: Studio Dankl. Projekt partner: Horst Felzl, Thomas Hruschka, Wolfgang Wimmer, Andrea Lunzer und Angie Rattay. Services: Design Research, concept, strategy and product service design. Photos: Felzl/Gianmaria Gava. Illustrations: Stefanie Hilgarth

Together with employees and customers, an innovative solution was developed for an ethical and economic problem.

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Co-Creation Impuls


Be inspired to think transformation in a participatory way.

  • Keynote
  • 20-45 minutes
  • Q&A
  • possible in the organisation or online

The keynote communicates the added value of co-creation as a sustainable, strategic innovation tool for the public and private sector. Co-creation principles, cases and design process inspire decision makers and employees to think about transformation from a participatory perspective.

Focus content:
— Outlining the transformation of the design discipline from product design to strategic innovation tool
— Insight into co-creation principles, impact and design process
— Concrete, inspiring cases.

Target group: Employees, decision-makers and team, conference participants

Number of participants:

Co-Creation Kickoff


Learn to apply co-creation and start with a sound roadmap.

  • Workshop
  • 4 hours
  • in the organisation or at Impact Hub Vienna

The workshop is aimed at organisations that want to learn about co-creation and involve their team in decision-making processes on strategic innovations. With a focus on applied co-creation principles and methods, the workshop provides a deeper understanding of existing expertise, relevant stakeholders and first process/system/product/service prototypes as a roadmap for co-creation in your own organisation.

Focus content:
— Basic principles of co-creation
— Definition of relevant challenges from the participants' perspective
— Interactive prototyping for efficient validation of assumptions
— Start of a co-creation roadmap

Preparation for participants:
— Anecdote about challenge and success pattern
— Product, device or a production material from your field of work

Target group:
Decision-makers plus team from the public and private sector

Number of participants:
9-12 persons

Co-Creation Now


Start into the future with a Co-Creation process tailor-made for you.

  • Process design and support
  • Depending on the project, approx. 4 to 18 months

Co-creation is contextual and situational, so no two design processes are exactly alike. From a pool of proven methods and creative processes, we put together a customised and project-dependent process. This is divided into a preparation phase in which the goal, desire or opportunity is identified, an implementation phase that covers idea generation, prototyping and implementation up to evaluation, and a post-project phase in which adaptations are made and projects are further supported.

Focus content:
— Based on a free initial consultation, offer for a tailor-made project divided into preparation phase
— implementation phase
— post-project phase

Target group:
Organisations from the public and private sector

Number of participants:
To be determined jointly for co-creation activities.

Co-Creation Ideas Ping-Pong Over Lunch


If you have lunch with artist Timotheus Tomicek and designer Kathrina Dankl, you will be served new perspectives.

  • Sparring/Exchange
  • 60 minutes
  • Q&A
  • Three centrally located venues in Vienna to choose from.

The artist, filmmaker, and photographer Timotheus Tomicek and the designer Kathrina Dankl share a long-standing tradition of occasional lunch dates. An unstructured exchange of ideas often opens up new perspectives on one’s own work. We invite project partners, customers, and other interested parties to have lunch with us. Everything else – including new perspectives – arises situationally during the conversations.

Focus content:
— Eating together
— Guest shares current topic, challenge, project idea
— Questions, reactions, perspectives, input, ideas from Timotheus and Kathrina

Target group:
Decision-makers from public and private organisations

Number of participants: 1