ACROSS | The European Retail Real Estate Magazine

Retail

Ikea finds its way into the city

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

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.


 

Retail

Online Retailing in Alpine Countries: Further up the Mountain

A study conducted by EHI and Statista examines the e-commerce markets in Austria and Switzerland.

Virtual Reality at the Service of Food Court Investment

Gastronomy areas are increasingly becoming the focal points of shopping centers. Virtual reality software makes planning much easier.

Umdasch The Store Makers Goes to Mapic

Extraordinary worlds of experience in the areas of lifestyle retail, food retail, and premium retail, including digital retail solutions, are designed for discerning customers by the Austrian company. It will be represented in Cannes from November 14 to 16, 2018.

“Technology for the Sake of Technology Is Fruitless”

The basic concept of shopping will not significantly change, forecasts Silvio Kirchmair, CEO of umdasch The Store Makers. However, he does anticipate legal intervention. Google, Facebook, and Amazon will all be required to pay their financial obligations to the State.

THE LEISURE HUNTER

In the face of considerable changes in the retail market and changing consumer purchasing patterns, ECE had to think beyond traditional retail practices. Katrin von Soosten is chasing and finding innovative ideas and non-traditional concepts.

House of Fraser closes 31 stores

The department store chain, which was founded in 1849 in Scotland’s Glasgow, is in serious financial trouble.