A look back at the first Mindful Living event: Successful ADA Apartment in Vienna

For the first time, we opened a pop-up apartment and can look back on 10 successful days in Vienna. Starting on 29 September with a 3-day influencer challenge, to the opening event with around 60 guests, to the last day for visitors on 8 October 2023, the ADA Apartment saw many visitors. Thanks to many partners, the Filmquartier event location was filled with inspiration and creativity, self-care and slowness, and offered a wealth of sustainable concepts on the open viewing days. Just in time for the autumn weather to come, over 300 guests were able to make themselves truly cosy on the 200 sqm of the “ADA. Mindful Living” exhibit.

Diverse programme for visitors

The brand showed that “Mindful Living” is more than just a slogan, especially during the open Visitor Days from 4 to 8 October. Mindfulness in everyday life means listening to your own body – true to the principle of “healthy body, healthy mind”, Pilates sessions by Train & Tone provided for the necessary balance.

Mindfulness also means being aware of yourself – as emphasised by Christl Clear in her reading – but also of your own consumption. This includes the insight that new is not always better. At the vintage market, many a shelf warmer became someone else’s favourite item.

For organising coach Isabella Franke, order and peace of mind go hand in hand with order and peace in the household. In addition to practical tips for organisation at home, the workshop also focused on inner organisation and self-esteem.

During a DIY workshop, influencer Magdalena – known on Instagram as @menawox – showed visitors how to find peace of mind when creating their own decorative elements. The macramé wreaths with dried flowers now adorn many doors in Vienna.

Evenings of networking with wine tasting and cocktails, a pop-up afternoon and, finally, Family Sunday added the perfect finishing touches to the Mindful Living programme.

On the right brand path

“The dialogue with our visitors in the ADA Apartment was very inspiring. We received great positive feedback confirming that ‘ADA. Mindful Living’ is something you can feel as soon as you enter the room. Some of the visitors were already familiar with ADA and our furniture and deliberately came to attend our Visitor Days. When end customers are already asking about ADA, we know we are on the right track”, explains Margot Wisiak, CMO at ADA.


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The ADA Apartment in figures

  • 3 rooms were furnished in 3 days by 4 interior experts.
  • Over 60 invited guests from Germany and Austria came to celebrate at the opening event.
  • 2,070 people voted for their favourite room at @ada.moebel.
  • 42 times, we heard people say: “I would love to move in here too if I could!”
  • 250 cups of coffee were served – including milk foam art with the ADA logo.
  • 63 items of clothing and accessories found new owners.
  • 25 people made good resolutions to make their own lives more mindful.
  • 60% of the visitors preferred not to get up from the ADA sofa NOVARA.
  • 78 people took a seat at the INA dining area and marvelled at how comfortable it was to sit there.