Traffic calming & more
New retail opportunities through street redesign
Michaelerplatz, 1010 Wien | © ZOOM VP.AT
The redesign of street areas has a significant impact on the retail trade. From an increase in pedestrian traffic to the creation of new green areas and cycle paths – these measu- res play a decisive role in the development of inner city retail opportunities.
Praterstraße, 1020 Wien | © ZOOM VP.AT
What started a decade ago with the transformation of the Mariahilfer Strasse was the introduction of a hybrid form previously unknown in Austria: the meeting zone. This concept has gained substantial ground since that time. The objective is to reduce auto traffic in the interest of better usage possibilities for pedestrians
protection, whereby the actual implementa- tion is very different. Some projects involve the planting of additional trees, while others include seating furniture in public spaces, replacement of the ground cover or the creation of new cycle lanes.
the redesign are very different and tied to positive developments in the surrounding areas – like the creation of new residential quarters or successful office clusters. Several examples show the opportunities for retail space created by the redesign of public areas. Michaelerplatz One special situation is the greening of the touristic hot spot on Michaelerplatz, which requires the harmonisation of climate goals and historical preservation requirements. The proposed tree planting was rejected, and parts of the square will now be unsea- led for use as green areas and flowerbeds. Attractive pavement is also planned. The daily frequency on Michaelerplatz is already very high, and it remains to be seen whether this new concept will actually encourage visitors to remain longer.
and cyclists. It is also regularly connected with greening and measures to make the area more attractive.
These new designs have had a very positive influence on the retail areas.
This development has had an impressive influence on the
development of the retail trade. Developers, investors and tenants are connecting their hopes for rising visitor frequency, higher turnover and an improvement in the image of this micro-location to the “out of the asphalt” programme that is currently in progress in Vienna. Joint efforts cover several dozen projects to support climate
The new strategies implemented to date have had a very positive influence on the retail areas. The negative consequences, e.g. through more difficult automobile access, were limited primarily to individual branches but did not lead to a general increase in vacancies. The benefits for the retail trade, gastronomy and services from
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Retail Market Report
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