Vianna Mariahilfer Strasse
Vienna | Mariahilfer Strasse: Vienna’s shopping mile in transformation
The Mariahilfer Strasse continues to hold its position as the most important shopping street in Austria – and, at the same time – is reinventing itself. The restart of the Lamarr shopping mall project, the extension of the underground system and the entry of inter- national flagship stores is creating an increasingly attractive urban adventure area where the retail trade, gastronomy and leisure activities smoothly interact.
With slightly over 212,000 sqm of selling space, the Mariahilfer Strasse has been Austria’s most important and longest shopping street for many years. It connects the Western Railway Station with the Inner City over a length of nearly two kilometres and is a magnet not only for Vienna’s residents but also for international guests.
the shopping mall has found a new owner with the Stumpf Group. After the difficulties encountered by the former developer, the project will now continue in a different form. Demolition on the shell started in spring 2024 with the removal of most of the lower floors. The current goal is to signifi- cantly reduce the construction volume and
mixed use: The front part of the building will still be reserved for selling space, while roughly 200 apartments are planned for the upper floors. These functions will be supplemented by a hotel in the rear part of the building. Of special note is the publicly accessible roof terrace, which is legally protected by an easement and also part of the latest planning. This new focus should make the former Lamarr project a lively urban building block that connects the retail trade, housing, the hotel business and public open space. The project is sched- uled for completion at the end of 2027 or the beginning of 2028. A related project by the City of Vienna involves the expansion of the Neubaugasse underground station, which will serve as a hub between the U2 and U3 lines. The station is already highly frequented and should become one of the most popular in Vienna. For the Mariahilfer Strasse, that will
The Mariahilfer Strasse has under- gone a fundamental transition in recent years that has confirmed its position as a top location for Vienna’s retail market. The Lamarr shopping mall on the Mariahilfer Strasse was once seen as one of the most important new construction projects for Vienna’s retail trade. The change in ownership raised the question of whether and
The Mariahilfer Strasse remains Austria’s most im- portant shopping mile – and is growing above and beyond retail: Housing, hotels and events make it a lively building block for the city’s future.
how the Lamarr’s vision would be realised. Originally developed by the Signa Group,
place the project on sustainable long-term footing. The revised concept calls for
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