Vienna’s Mariahilfer Straße is known as one of Austria’s most prominent shopping streets. Recently, however, it has faced negative press, partly due to the unfinished Lamarr department store, a relic of the collapsed Signa conglomerate owned by Rene Benko. ORF Vienna now reports that the street, often called “Mahü,” is struggling with rising vacancy rates and declining retail revenues as consumer habits shift increasingly toward online shopping.
This situation is not solely due to the unfinished Lamarr project, according to the report. Brands are also leaving the area, with a recent example being the closure of a flagship store by a major sportswear brand. “There’s a new trend in retail, impacting Mariahilfer Straße as well. Changing consumer behavior means people are spending less in brick-and-mortar stores and more online. This leads to reduced retail spaces and, subsequently, insolvencies,” stated Ines Delic, a location consultant at Regio Plan, to Wien heute.
The impact is particularly evident in the fashion sector, as many clothing stores have been a staple on Mariahilfer Straße. “Some have shut down, and large vacancies are now visible,” Delic noted.
However, Delic believes that foot traffic on Mariahilfer Straße remains generally good. She also foresees a shift in the area’s business mix: “Consumers are spending more on entertainment, services, and dining,” she said, adding that these sectors could be a future focus.
Delic also pointed to a potential opportunity: “Construction work is temporary, and while parts of Mariahilfer Straße might not look elegant now, I’m confident the new connections will have a positive impact on the street and its side alleys.” The future U2 line will intersect with the U3 on Mariahilfer Straße.
As for the Lamarr project, located where the Leiner flagship store once stood, real estate investor Georg Stumpf recently acquired the property for approximately €100 million. Named after Vienna-born Hollywood star Hedy Lamarr, the building was intended to house luxury goods and regional products across eight floors starting in 2025, with a planned food zone. The future of the site remains uncertain, as any modifications would require approval. However, the inclusion of a public rooftop park remains a fixed requirement.
