The Swedish furniture store will soon come to the very center of the Austrian capital. This concept is entirely new and currently unique in the world of Ikea. Image: Zoom VP.at
Retail

Ikea finds its way into the city

The Swedish furniture giant may still be in the planning stage for this project, but worldwide first Ikea city-location at Vienna’s Western Train Station is already beginning to take shape.

Ikea’s Property Manager Rodolphe de Campos: “The project idea is our basis for a more in-depth inspection of the site.” Image: Ikea / Johannes Brunnbauer

On their quest for new ideas, the popular furniture store invited nine architects to make their proposals. Ikea’s architects liked the proposal of Viennese architects “Querkraft” so much that they invited them to develop a concept that is now the basis for the necessary approval procedures.

“Over the past months, we worked very hard on ideas to make the building an attractive meeting point for all and, at the same time, ensure that it can meet our requirements regarding sustainability as well as our conceptual requirements,” as Ikea’s Property Manager Rodolphe de Campos describes the work of the past months.

He adds that “The project idea is our basis for a more in-depth inspection of the site.” The goal is to check the project’s technical and economic feasibility. Ikea already has started taking the necessary steps.

Changing consumer behavior

Ikea at the Western Train Station of Austria’s federal capital will be completely different from any of the company’s previous furniture stores. The planned object will hold many surprises–particularly because it will extend over several floors and therefore needs new approaches.

One of the special features is that one will be able to see and try out everything. However, one can only buy portable articles that can be taken along on the subway, carried on foot or transported by bike. According to the concept, everything else can be ordered and will be delivered quickly to the respective address.

The reason for this concept are changes in mobility and shopping behaviors–especially in inner cities. Ikea responds to these changes, as many people living in Vienna’s inner-city districts no longer have cars. The location on Mariahilfer Straße is perfect for them because there are two subway lines, several tram lines, trains, bike lanes as well as pedestrian walkways leading to it.

Consumer behaviors are changing as well: people like to go shopping, try new things, touch and test them, and consult specialists to plan their projects. But they no longer want to haul larger purchases home by themselves but prefer to have them delivered.

Ikea Westbahnhof Vienna
Image: Zoom VP.at

A lot of green for an inner district

The Viennese architects came up with something truly special for the exterior: a façade grid provides a welcome variety of open and closed elements and makes it possible for trees to grow on every floor.

Consistently greened façade elements will be added to all sides, as well as light-flooded areas, which can be used by visitors, and open, bright shop windows. The roof of the new furniture store, where trees and plants will create a comfortable atmosphere, will also be accessible.

 


Follow @across_magazine on Twitter and @across.magazine.europe on Facebook, sign up for our ACROSS Newsletter and subscribe to ACROSS Magazine.


 

Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Retail MORE

The urgency of getting «localism-on-steroids»

Many on the European continent seem to think that we live in a free world, underpinned by free market economics, and that our comparative wealth is unassailable. But the market that we now operate in is anything but free. Retail is perhaps the sector in which this is most searingly obvious. It all boils down to this: Between which entities should money flow take place? The trick must surely be to ensure that the money flow stays here. But how do you compete with global e-commerce?

Trend Accelerator Corona: The New Normality

What kind of experience are consumers looking for today? How important is the digital world? Is sustainability still relevant?

ACROSS Retail Talks focus on the outlet center industry

The online event was dedicated to the Covid-19-related question: European Outlets–back to normal? A large and prominent expert audience followed the discussion.

DIY is trendy: “Kreativmarkt Hamburg” opens at Quarree Wandsbek

Even though many things are changing in times of corona, the renovation of Quarree Wandsbek in Hamburg continues and even big stores with more than 800 sq m have reopened. Their product ranges already expanded, as “Kreativmarkt Hamburg” signed its new lease agreement in the middle of the crisis.

Successful premiere of the ACROSS Retail Talks Online

Five points emerged at this event that focused on the problems of lease payments in connection with Covid-19. A large and very prominent expert audience followed this online discussion closely.

More courage, more creativity

Corona is rapidly changing the world of retail. Shopping centers also experience these changes. Operators and tenants are facing far-reaching changes. Especially the severely affected fashion industry will accelerate these changes.