The Viennese hand roll gets an unusual appearance. As part of the kunst.fest.währing, it will transform from a classic pastry to an art object at the beginning of October.

The exhibition „Semmelreich“ can be seen from October 1 to 4, 2026, at the former Semmelweisklinik in Vienna-Währing. Ten bakeries from Vienna and the surrounding area will present the diversity of their craft there.

The focus is deliberately on a product that is part of everyday shopping for many: the handmade roll.

The exhibition aims to make visible how much craftsmanship is behind a seemingly simple pastry.

For Josef Angelmayer, guild master of the food trade of the Vienna Chamber of Commerce, the hand roll represents tradition, skill, and genuine craftsmanship.

„The hand roll beautifully demonstrates what our food trade is all about: tradition, skill, and genuine craftsmanship,“ says Angelmayer. A seemingly simple product involves a lot of knowledge and experience.

The exhibition makes this skill from different businesses visible and thus puts a classic piece of Viennese food culture in the spotlight.

The exhibition is also an occasion to highlight the economic situation of the bakery trade.

Since July 1, 2026, a new VAT rate of 4.9 percent applies to selected staple foods. Bread and pastries like the classic roll are generally included in this concession.

According to the Chamber of Commerce, the transition brings additional organizational effort for businesses. Different product compositions and tax distinctions make practical implementation complex.

„A tax relief is fundamentally welcome. However, it must not lead to businesses being simultaneously burdened with additional bureaucracy and new differentiation issues,“ says Angelmayer.

In addition to bureaucracy, bakeries continue to face cost pressures.

Baking ovens, cooling, and other production steps require a lot of energy. At the same time, extreme weather and drought periods can affect the availability and prices of important agricultural raw materials.

According to the Chamber of Commerce, transport and logistics continue to incur high costs.

„When energy, raw materials, and logistics become more expensive, a tax reduction does not automatically translate into real relief for businesses,“ says Angelmayer.

Despite these challenges, the Vienna Food Guild sees good prospects for the craft.

Angel­mayer particularly emphasizes the human factor: „Being a baker is a wonderful profession. It is a craft where real human work, experience, and a delicate touch are required in many areas.“

In order for this knowledge to be passed on to the next generation, appropriate conditions for training, investment, and entrepreneurship are needed, according to the guild.

The further development of the teaching profession is also imminent: With the amendment of the baking technology training regulations, the teaching profession is to be more closely aligned with the requirements of modern bakery practice from January 1, 2027.

According to the press release, the Vienna State Guild of Food Trades represents 748 companies with 4,667 employees and 205 apprentices.

The professional groups represented include bakers, butchers, confectioners, and millers, among others.

According to its own statements, the guild is committed to better legal and economic framework conditions, training and further education, as well as professional support for businesses.

Anyone who wants to experience the hand roll away from the bakery counter can visit the exhibition from Thursday, October 1, 2026.

„Semmelreich“ can be seen until October 4 at the Semmelweisklinik, House 4, Hockegasse 37, 1180 Vienna. Admission is free.

The opening takes place on October 1 at 6 PM.

This turns an everyday Viennese food into an unusual cultural object for a few days – and at the same time into a showcase for a craft that has been rooted in the city for generations.

(Red)

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