LAMARR: Vienna's New Luxury Department Store Begins to Take Shape
The upcoming department store of the KaDeWe Group, which will open on Vienna's Mariahilfer Strasse in 2024, has officially unveiled its name: LAMARR.
October 21, 2022
After the Austrian capital welcomed a number of luxurious new hotels over the past year (including the first Rosewood in the German-speaking world), Vienna is gearing up to welcome its latest shopping destination. The newest member of the KaDeWe Group is currently under construction at the lower end of the popular Mariahilfer Strasse shopping boulevard – and promises to be an absolute hotspot for fashionistas.
The former site of the Leiner furniture store will soon be home to the city's most luxurious – and progressive – department store. © The KaDeWe Group
A name worthy of an icon
Most of the details have been kept tightly under wraps. So far, all we knew was that advanced construction methods and a sustainable approach were being used to create a building that would be equally attractive to visitors and locals alike. Last night, at a glittering gala, the name of the future luxury department store was revealed for the first time: LAMARR, named after the Austrian Hollywood legend and scientist Hedy Lamarr, who the noble department store is paying loving tribute to.
Lady Bluetooth: Austrian-born Hedy Lamarr is not just famous for her illustrious film career – as an inventor, she was also responsible for the technology on which breakthroughs such as wifi and Bluetooth are based. © Isabel Santos Pilot/flickr.com
Among the distinguished guests were Central Group owner Tos Chirathivat, Morakot Sriswasdi (Ambassador of the Kingdom of Thailand to the Republic of Austria), curator Danielle Spera, Hedy Lamarr's granddaughter Lodi Rice Loder and daughter-in-law Marie-Lise Loder, Daniel Grieder (CEO Hugo Boss), Vittorio Radice (La Rinascente), Lena Hoschek (Austrian fashion designer), Dominic Backes (Managing Director Central Europe DIOR), Morgan Boeri (General Manager Central Europe Louis Vuitton), Ermenegildo Zegna (Owner Zegna), Ellen van Loon (Architect O.M.A.), Robert Zadrazil (Chairman of the Board Unicredit Bank Austria) and Daniel Serafin (cultural manager). The glamorous evening at Vienna's Museumsquartier was hosted by top model Toni Garrn.
International top model Toni Garrn hosted the shimmering evening. © The KaDeWe Group
A new shopping destination in Vienna
Vienna attracts more and more visitors with its imperial charm and high quality of life. The new 20,000-square-meter department store is designed to combine a sense of tradition with a modern lifestyle. Local and international brands from the fashion, accessories, home and living, and food sectors will present their variety of ranges on eight floors, complemented by a strong service component such as medical services and a spa area, as well as events and art exhibitions.
The high-profile guests at the exclusive gala were the first to hear the news surrounding Vienna's upcoming luxury department store. © The KaDeWe Group
The approximately 7,500-square-meter site of the LAMARR and the Thompson Hotel, which will be connected to the department store, is still a major construction site. However, work on the four basement levels is slowly being completed. The shell is scheduled for completion in mid-2023, while the opening is planned for fall 2024. The internationally renowned architecture firm O.M.A. has been commissioned with the implementation of the new department store in Vienna.
A first look at the shopping bags with the LAMARR logo, reminiscent of the distinctive features of the Wiener Werkstätte, was also unveiled. © The KaDeWe Group
The fact that Lamarr was chosen as the namesake for the revolutionary store is not an arbitrary choice. Although she spent most of her life in the USA due to her career, the Hollywood legend always felt a strong connection to Austria – and always identified as Austrian. "Hedy Lamarr is simply an icon to us. She was a world star, impressively intelligent, glamorous, and international – many considered her to be the most beautiful woman in the world, and many legends accompany her memory to this day. She was an incredibly exciting personality that we want to honor here, in the city where she was born," said André Maeder, CEO of the KaDeWe Group, of the endeavor. Customers will always encounter Lamarr while shopping: on walls, between display areas or in the elevator, the actress will appear as a projection, spatial image or with pointed quotes.
Vienna's popular Mariahilfer Strasse will be getting a luxurious addition in the fall with the LAMARR Department Store and the Thompson Hotel. © The KaDeWe Group
New hotel for Mariahilf
In addition to the dazzling new department store, Vienna's 6th district is also getting a fabulous new hotel. The contemporary Hyatt Thompson Hotel will complement the LAMARR in style. The concept of the hotel, with about 150 rooms, is strongly geared toward the food and beverage sector. Visitors will have access to numerous terrace seats in the gallery garden that connects the hotel and department store. In addition to café guests, the lobby will come to life with co-working areas, creating a meeting zone for locals and hotel guests with close to 170 seats. The world-renowned architects of O.M.A. and interior designers Tara Bernerd & Partners are responsible for the design of the Thompson Vienna.
