Excerpt from new rentals Mariahilfer Strasse 2024/25
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mean a massive increase in visitor numbers and an even more attractive location for national and international retailers. Consumer habits have changed significant- ly in recent years. The focus on pure selling space has been replaced by adventure, brand staging and gastronomy. Consumers are no longer looking only for shops but for places that combine shopping with emoti- on, service and quality time. Examples are innovative concepts like the Adidas Brand Center, which opened in 2025 with state- of-the-art retail technology and interactive experience zones, or the numerous flagship stores operated by international brands which shape the image of the Mariahilfer Strasse. This offering is supplemented by a growing variety of gastronomy facilities that combine shopping with culinary highlights and make the Mariahilfer Strasse an in- ner-city experience area in which shopping, strolling and enjoyment intertwine.
Meeting zone Pedestrian zone
Pop-up stores create additional dynamics and temporary concepts set new impulses that create a diverse and lively ambience throughout the shopping street. New international market players also give the location a special boost: The cult label Dr. Martens opened its first Austrian store in 2024 and the Scandinavian lifestyle brand ARKET followed in 2025 with a representative flagship store and café. Austrian concepts have also contributed to this diversity – for example: Biogena Plaza, a further HONU Tiki Bowls location and Morawa booksellers at Mariahilfer Strasse 20 – a project accompanied by EHL Gewerbeimmobilien GmbH.
Gastronomy
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Bookstore
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Fitness
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Fashion
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Discounter
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Health
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Fashion
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Shoes
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Fashion Fashion
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Ø daily pedestrian frequency Mariahilfer Strasse
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15.781
Neubaugasse
Source: WKO Wien
Austria | 2025/26
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