Down with matryoshkas: How Prague is breathing new life into souvenirs

Rows of cheap, kitschy knickknacks – the image that springs to mind when thinking of most souvenir shops. But the Czech capital is working to change that perception, breathing new life into the humble souvenir.

The recently renovated Prague Visitor Center in the heart of the historic Old Town is at the forefront of this transformation. After an extensive overhaul, the new space opened in September 2023 to give visitors a more authentic and immersive Prague experience.

While hundreds of shops – many of which blight the Old Town Square – offer ‘Czech souvenirs’ whose origins and symbolism are anything but, the visitor center’s original souvenirs are designed and manufactured by local creators. “Here, we offer real pieces of Czechia, not pieces of China,” says Daniel Karský, head of brand management at Prague City Tourism.

Helmed by Elina Galijašová, the small and well-furnished gift shop aims to become the go-to choice for visitors (or residents) looking for local, limited edition, original souvenirs, many of which cannot be found anywhere else.

Some of the best-selling mementos include ingenious Prague mechanical greeting cards (the work of well-known Czech graphic design studio DRAWetc.); themed illustrated maps of the city designed by award-winning artists Michaela Kukovičová and Vojtěch Šeda and written by Alena Ježková; or gold-gilded crystal glasses manufactured by historic Czech company Rückl.

“My personal favorite is the beautiful notebooks handbound by Prague-based book-binding studio VOALA and with color illustrations by local artist Michal Bačák,” Galijašová says before moving on to show us everything from natural candles to handmade porcelain cups, posters, and even Prague metro panels.

The 500-square-meter Prague Visitor Center, with its slick and minimalistic décor, enhances the architectural beauty of this Gothic building while catering to visitors’ needs and centralizing services that were once scattered around Prague.

At the entrance, a typical information center will give tourists all the information they need to facilitate their stay in Prague, while tickets and guided sightseeing tours can be booked in the new space.

The Prague Visitor Pass, a new feature offering unlimited public transport and free entry to dozens of Prague landmarks and venues, is also available on the center’s premises.

Now open to the public for the first time in decades, the ground floor also features a beautiful stone passage connecting Old Town Square to Mikulášská alley – a cool spot to escape the summer heat or plan your next visit, or an ideal passageway for those who wish to traverse by avoiding the crowds gathered on Staroměstská or in front of the Astronomical Clock.

There’s often a fine line between enjoying a relaxing, pleasant holiday in a foreign city and having a stressful, exhausting stay in the same place. Knowing where to get the right information can make all the difference.  

Whether you’re visiting the Czech capital or are a local seeking a truly original souvenir that captures the essence of “Golden Czech hands,” Prague’s visitor center is a must. Not only can you absorb a piece of history in an amazing space, but you can also take one home.