Retail in Asia


Central Group to open Lamarr department store in Vienna in 2024

Thailand’s Central Group announced on November 8 it has partnered with Signa to open the new luxury department store, Lamarr, in Vienna, Austria, in 2024.

Designed by architects O.M.A., the Lamarr department store forms part of a mixed-use project occupying 7,500 square meters of land on Mariahilfer Straße. The 58,000 square meter development comprises the Lamarr store, a luxury department store with 1,000 square meter rooftop park, designed as a public recreational space, and the Thompson Vienna hotel with 150 rooms.

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Spanning eight floors and 20,000 square meters, Lamarr will bring together leading international brand partners such as Louis Vuitton, Gucci, Prada and Bottega Veneta, as well as local brands. The department store will be completed with a range of products, well-rounded categories, and best-in-class services, ranging from medical services, spa, events, and art exhibitions, according to a press release.

Meanwhile, the hotel will be strongly gastronomy and F&B-oriented, where visitors can enjoy terrace seats in the gallery garden that connects the hotel to the store. The hotel lobby will also feature co-working areas, as well as socialising spaces for both locals and hotel guests with almost 170 seats.

Named after the famous 20th century Hollywood star, Hedy Lamarr, the Lamarr opening marks the first time in over eight decades that a new brand has entered the luxury department store scene in Europe, according to Central Group.

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“We are honored to name our first Austrian store after a widely beloved and respected Austrian legend,” Tos Chirathivat, executive chairman and CEO of Central Group.

“Beyond her Hollywood fame, Hedy Lamarr was a gifted inventor ahead of her time. Her exceptional and multifaceted qualities perfectly represent our Lamarr – a world-class luxury department store with complete lifestyle offers and state-of-the-art design and experience.”