Discover the legend among department stores
Even though the Bílá labuť department store opened on Saturday, March 19, 1939, just a few days after the German occupation of Czech lands, it was a major event for Prague that year. The story of the Kučera family began just before the occupation of Czechoslovakia by Nazi Germany, as they made plans to open a new store called Zlatá labuť in Prague. The grand romantic series Zlatá labuť, set against the backdrop of the events from 1939, illustrated a dark chapter of our history but also showcased the vibrant environment of a grand department store along with the lives of its owners and staff. It was the first historical series produced by TV Nova.
Real Bílá labuť
At the site of the current Bílá labuť department store, there used to be two malt houses with large gardens, known as U bílé labutě (At the White Swan) since 1653. Over time, a brewery and a dance hall were established there. In the 1930s, entrepreneur Jaroslav Brouk, co-owner of the Brouk a Babka brand, bought the properties. He demolished the old buildings and had a functionalist department store constructed just before the Second World War. The architects, Josef Kitrich and Josef Hrubý, designed the building to resemble a dazzling ocean liner. The highlight was its iconic spinning swan neon sign with a crown. Nowadays, this is the oldest functional neon sign in the country, a rare survivor in an era where such advertisements are seldom used.
The Bílá labuť boasted an array of remarkable features: exceptionally large shopping spaces were enhanced by modern technology, including high-speed elevators and the first indoor escalator in Prague, which connected the ground level to the first floor. Thanks to its continuous operation, the store reached a milestone of 400 million visitors shortly after the Velvet Revolution.
TV Series Zlatá labuť
On January 26, 2023, TV Nova premiered its very first historical series, Zlatá labuť, at Prague’s Lucerna Theatre. While filming took place in studios in Kbely, the series drew its primary inspiration from the real Bílá labuť department store, a symbol of the elegance and luxury of the First Republic. The series unfolds over three seasons, telling the stories of those connected to the store in the heart of Prague—from a wealthy business family to the saleswomen, messengers, and cleaners. Directed by Bisera A. Arichteva, Braňo Holiček, and Petra Nikolaeva, the cast featured Daniela Kolářová, Petr Kostka, Marta Dancingerová, Beáta Kaňoková, Simona Lewandovská, Kristýna Ryška, Adam Vacula, Robert Mikluš, and Tomáš Töpfer.
This grand romantic series joined the portfolio of the prominent international distributor Onza Distribution in 2024. Zlatá labuť impressed particularly with its high production quality and the significant audience reach it achieved in the domestic market. Onza Distribution continues to present the series at major international television markets and festivals. With its gripping story, exceptional acting, and breathtaking set designs, it has successfully captured the attention of viewers far beyond the Czech borders, marking a notable achievement for TV Nova and Czech television production as a whole.
Bílá labuť in Film for Nostalgics
Just a few years after its opening, Bílá labuť was featured on screen in the 1943 movie Šťastnou cestu, directed by Otakar Vávra. The film was shot using sets designed by architect Jan Zázvorka (brother of Stella Zázvorková), which were meticulous replicas of the actual store. The impressive ensemble playing the saleswomen included Adina Mandlová, Nataša Gollová, Hana Vítová, Jiřina Štěpničková, and Jana Dítětová.
