A city next to the city: Anyone walking through the long mall corridors of Westfield Shopping City Süd in Vösendorf, near Vienna, quickly senses why this center is more than just a place to shop. With almost 200,000 sq m, more than 300 shops, and over 20 million annual visitors, SCS is both a giant and an example of how shopping centers in Europe are reinventing themselves.
The operator, Unibail-Rodamco-Westfield (URW), has been pursuing a clear strategy for years: moving away from being a pure shopping venue toward becoming a multifunctional lifestyle destination. That means shopping should not happen in isolation but rather as part of a complete package that includes entertainment, gastronomy, events, and services.
Westfield Shopping City Süd sees itself not only as a retail and leisure destination, but as a climate pioneer in Austrian retail as well. Sustainability is part of Unibail-Rodamco-Westfield’s “Better Places 2030” strategy and consistently runs through the center’s operations and development:
Climate training for retailers: With Climate Essentials, all retailers complete certified climate training developed by Glacier, Marcus Wadsak, and Ali Mahlodji.
Solar power at record levels: The largest PV system on a shopping center in Europe generates around 3 million kWh of green electricity annually. New carport systems produce an additional 450,000 kWh while providing weather protection and charging stations.
Sustainable mobility: In cooperation with VOR, public transport connections have been significantly expanded.
Certified best practice: Since 2024, SCS has carried the Better Places certification, the first holistic sustainability standard for shopping centers
Conclusion: SCS demonstrates that entertainment and shopping can go hand in hand with genuine climate protection.
A UNIQUE WORLD OF BRANDS
One of the most visible steps in this transformation is the tenant and brand mix. In recent months, SCS has brought international premium brands and retail icons to Austria, often with their first and only locations in the country.
For example, adidas opened its first Austrian mono-brand store in autumn 2024, covering 550 sqm at the Garden Plaza in the mall. Right next door, New Balance celebrated its Austrian debut with its own store. That has positioned SCS even more strongly as a hotspot for the growing target group, spanning sportswear, sneaker culture, and lifestyle.
It didn’t stop with sports and streetwear. With Joop!, Scotch & Soda, Rinascimento, and Brax, the center deliberately expanded its premium segment. The mix was further enriched by home and interior brands, such as Le Creuset, famous for its iconic cast-iron pots, and the Turkish lifestyle brand Karaca.
“We’re igniting a fireworks display of brands,” summarizes Katharina Zeiler, Director of Leasing for Austria and Germany at URW. “International brands see SCS as the central location for their entry into the Austrian market, and we offer them the stage to do so.”
Entertainment as a Magnet: The New DSTRCT The transformation is even clearer in the entertainment sector. In December 2024, the DSTRCT Entertainment Center opened, a 5,000-sqm area that is unique in Austria.
Here, visitors will find 12 state-of-the-art bowling lanes and a 24-meter-long 4K LED wall, more than one hundred arcade games, interactive darts, and shuffleboards. In addition, there are five elaborately designed escape rooms, two of which have live actors, as well as three adventure mini-golf courses and private karaoke lounges.
“We want to make social gaming tangible,” explains Thomas Beinhardt, CEO of the operator Elite Experience. “It’s about bringing people of all ages together – families, groups of friends, teams – and giving them unforgettable shared experiences.”
The concept goes far beyond leisure: Companies also use the venue for team-building events for up to 500 people. Birthdays, bachelor parties, and Christmas celebrations can also be hosted here.
CINEMA ON A GRAND SCALE
A year earlier, Cineplexx Westfield SCS set new standards: 11 auditoriums, including an IMAX, premium suites, and a globally unique “UNIQUE” auditorium. That turned the multiplex into Austria’s most modern cinema and into a strong footfall anchor that sustainably boosts the center’s evening business.
A cinema, bowling, escape rooms, karaoke, an arcade: Today the multiplex is far more than a sideshow of SCS. It is a second magnet alongside retail, drawing people to the center even when shopping is not on the agenda.
CULINARY DELIGHTS: FROM BURGER CULTURE TO FRENCH BAKERY TRADITION
A third pillar of the update is gastronomy. International brands and innovative concepts ensure that eating and drinking at SCS is far more than just a break between stores.
- Paul Bakery, opening in 2025, represents French baking artistry and offers baguettes, croissants, and patisserie.
- Thailanna x mae aurel combines brunch with authentic Thai cuisine, an Austrian first.
The offering is complemented by Ebi (Asian all-you-can-eat á la carte), Kaiser’s Kaiserschmarrn-Laden (a clear regional statement), street food from SU!, and dessert creations from Cinnamood.
This variety can be enjoyed the entire day, from breakfast to late-night snacks, offering the right setting for every target group.
INTERACTION INSTEAD OF ISOLATION
What’s truly special is not the sum of the offers, but their interplay. Brands like Adidas and Joop! provide reasons for specific shopping trips. Cinema, bowling, and escape rooms extend the stay. Culinary options like Paul monetize the additional time and become reasons for visits themselves.
That creates a cycle: Those who come to watch a movie eat at the center beforehand or afterwards. Those who come to shop stay for karaoke. Those celebrating a birthday discover new stores. Each occasion reinforces the other, ensuring visitors remain on-site for over two hours on average.
FOOTFALL AS THE CURRENCY OF SUCCESS
For a center like SCS, footfall is the decisive currency. Recent developments show that entertainment and gastronomy are just as critical as retail. Food & Beverage not only ensures longer stays but also lifts sales in surrounding shops. Entertainment offerings create additional reasons to visit, particularly in the evenings, on weekends, and during times when traditional shopping motives are weaker.
Thanks to DSTRCT, Cineplexx, and the expanded gastronomy offer, SCS has massively increased its quality of stay, creating a solid foundation for stable footfall, even in times of online retail growth and changing consumer habits.
A MODEL FOR EUROPE’S FUTURE
Today, Westfield Shopping City Süd is not only Austria’s largest shopping center, but it’s also a best-practice model for Europe. It demonstrates that the future of retail real estate lies in integration: Retail alone is no longer enough; what’s needed are experiences, gastronomy, and events. The result is a place that functions from morning until late at night, brings together generations, and radiates far beyond its region. It’s “a city next to the city” and one of Europe’s most modern shopping and entertainment destinations.
Zsolt Juhasz
General Manager at Unibail-Rodamco-Westfield, specifically responsible for the shopping center Westfield Shopping City Süd.
