“Train Stations Are Becoming Urban Hubs” – Retail at the Stations

With the nationwide rollout of the BahnhofCity brand, Austrian Federal Railways (ÖBB) is positioning its major train stations as urban mixed-use destinations—combining retail, food & beverage, services, and quality public spaces that go far beyond their traditional transportation function. In this interview with ACROSS, ÖBB Real Estate Management CEOs Claudia Brey and Erich Pirkl discuss how train stations are evolving into urban mixed-use hubs—and why strategic retail, food & beverage, healthcare, and community services are key to their future success.

ACROSS: Train stations used to be purely transportation hubs. Today, they are diverse mixed-use destinations with shopping malls. How does the management behind that work?

Claudia Brey: ÖBB Infrastruktur AG owns most of the properties. As a subsidiary, ÖBB Real Estate Management is responsible for managing and further developing the real estate portfolio. The uses at train stations are extremely diverse. At Vienna West Station, for example, the Wolkenspange office complex provides several thousand square meters of office space, while the retail area—our BahnhofCity—has its own dedicated center management team. At the same time, the location continues to fulfill an important role as a city hub for mobility.

Erich Pirkl: Originally, train stations were places where people wanted to get away from the train as quickly as possible—or get onto it. That has changed fundamentally. People now spend a great deal of time there, whether by choice or necessity. They wait for connections, transfer between services, meet other people, or use the surrounding infrastructure. That’s why we started looking at stations differently—not just as transportation facilities, but as places where people spend time. Internally, we talk about actively “bringing locations to life.” That means retail, food & beverage, services, events, attractive public spaces, and an overall user experience.

“We are not only a place to shop but also a place to travel.”

CLAUDIA BREY

Brey: First and foremost, train stations must meet the needs of travelers. However, because of their central urban locations, they are also ideally positioned to serve people living and working nearby. Vienna West Station, for example, has evolved strongly into a local convenience destination for the surrounding districts. Today, it is no longer driven solely by rail passengers but also by the local community. That fundamentally distinguishes it from many other retail formats.

What makes train stations unique—and challenging—as retail destinations?

Pirkl: The greatest challenge is the extremely diverse range of user groups. We have commuters, business travelers, families, tourists, and people from the surrounding neighborhoods—and they all have very different needs. Commuters, for example, have very little time. Everything must work quickly and efficiently for them. It’s all about convenience, clarity, and speed. Other travelers may want to have a meal before boarding a Nightjet train. Families often arrive much earlier before their departure and spend more time at the station. And then there are people who are not traveling at all but come specifically because of the offer. Many people now consciously use train stations as local convenience destinations.

Brey: That’s precisely why train stations operate differently from traditional shopping centers. We are not only a place to shop but also a place to travel. While we benefit from a major advantage—natural footfall because people are already passing through—we also have to respond much more directly to everyday needs. That ranges from traditional travel-related services such as bookstores and newsstands to healthcare offerings and services like postal facilities, banking, or lockers.

ÖBB is now rolling out the BahnhofCity brand across Austria. What is the Reason of this move?

Pirkl: Through Vienna Central Station and Vienna West Station, we realized that our owner-operated management approach combined with a unified brand presence has been highly successful. That is why we decided to extend the concept to other major locations such as Linz, Wels, and Innsbruck. This is not only about consistent branding. It is about creating a shared understanding of what a train station should be today. We have joint marketing strategies, events, communication initiatives, and close cooperation with our tenants. BahnhofCity should communicate the same core idea everywhere: an urban place for mobility, convenience, and quality time.

How is the tenant mix at train stations changing?

Pirkl: Clearly toward food and convenience. The shift away from traditional retail accelerated significantly after Covid. At the same time, we are seeing strong demand for food & beverage space. Traditional bakeries remain important, but new food concepts, fast-casual formats, and international offerings are increasingly joining the mix.

Brey: More broadly, retail itself is changing. Many large-format concepts simply no longer perform the way they once did. As a result, operators need to become much more flexible. At train stations, we focus very closely on actual demand—both from travelers and from the local community. That is why certain discount and convenience concepts perform particularly well in these locations.

Has this made train stations more of an urban mixed-use concept?

Brey: Absolutely. Vienna West Station is an excellent example. Today, it combines offices, retail, food & beverage, healthcare services, and IKEA as a major traffic driver. It is also a place where new services can thrive. It was a deliberate decision to develop a medical center there because healthcare is one of the defining issues of our time. We wanted to provide this service directly at a mobility hub and save people additional journeys. These types of offerings are what make train stations relevant today. We therefore intend to expand this concept to other regional stations. We have already opened a medical center in Bruck an der Mur, with more to follow.

Pirkl: The same applies to new services such as multifunctional locker systems or parcel solutions. We are constantly asking ourselves, how can we help people make better use of their time at the station? As a result, the station is becoming an increasingly integral part of everyday life.

IKEA created an entirely new format with its city store at Vienna West Station. How much does BahnhofCity at West Station benefit from it?

Brey: IKEA plays a critical role. It brings enormous footfall to the location and strengthens the entire BahnhofCity. What is particularly interesting is that IKEA does not act as a competitor to the other retailers. Instead, it creates additional reasons to visit. Many customers also shop with other tenants afterward. That is why we view the development very positively—even though IKEA is not actually a BahnhofCity tenant. ÖBB sold the property in 2016.

Train stations are often considered particularly challenging when it comes to safety and quality of stay. How do you address that?

Pirkl: The people at train stations represent a cross-section of society. That is what makes them such fascinating places. We consciously try to balance safety and openness, which is not always easy. Cleanliness and maintenance play a central role. For years, we have pursued a consistent strategy of repairing damage and removing vandalism as quickly as possible. That has a tremendous impact on the overall experience. At the same time, we work closely with municipalities, the police, and social organizations. We know very well that we cannot solve every social challenge on our own.

“Train stations are typically centrally located and will become even more important as urban places.”

Erich Pirkl

Brey: The company’s core business remains rail operations—that is beyond question. At the same time, people need to feel safe when they spend time at the station, whether they are shopping, dining, or working. In retail especially, creating a positive atmosphere is essential.

Train stations are also becoming major drivers of urban development. The Nordwestbahnhof project is currently ÖBB’s largest development. What role does retail play there?

Brey: As rail operations become more modern and digitalized, large areas of land are becoming available for development. These sites are ideal for urban projects because they are typically centrally located and extremely well connected. Vienna Central Station is a prime example of successful urban development. In the office sector, it is now Vienna’s most expensive location after the city center and has by far the lowest vacancy rate. The adjacent Quartier Belvedere, the former South Station site, is home to many thousands of jobs. At Nordwestbahnhof, we are now creating another entirely new urban district with housing for more than 16,500 residents, schools, office buildings, and extensive green spaces. Retail naturally plays an important role, but it is always location-specific and closely aligned with the needs of the neighborhood. Our strategy has also evolved. In the past, many sites were sold. Today, we focus much more on long-term development through leasehold models and our own projects.

What is your core vision for the BahnhofCity of the future?

Pirkl: In the future, train stations will become even more important as urban places to live and spend time—not just transportation hubs. People should not simply transfer there; they should actively choose to spend time there.

Brey: And that is precisely why train stations will become increasingly mixed-use. Mobility, retail, food & beverage, healthcare, workplaces, and housing will continue to converge. The station will become part of everyday life—far beyond travel.

Originally published in ACROSS Magazine Issue 2/2026

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