Central Group unveils planned Lamarr luxury department store in Vienna

Central Group from Thailand and its European partner Signa have officially launched their new luxury department store concept in Austria.

Lamarr, named after famous 20th century Hollywood star Hedy Lamarr, will open in 2024 in Vienna. It will be the fifth luxury department store of the KaDeWe group, after KaDeWe in Berlin, Alsterhaus in Hamburg, Oberpollinger in Munich and Carsch-Haus in Düsseldorf.

“The Lamarr belongs to the people of Vienna and is meant to be the pride of the city. Hedy Lamarr is simply an icon for us,” said Andre Madre, CEO of KaDeWe Group.

Designed by architecture firm OMA, the department store is located on one of Vienna’s liveliest shopping destinations, Boulevard Mariahilfer Straße. It will extend over eight floors with 20,000 m² of commercial space. Customers can encounter Lamarr and his memorable quotes on walls and in elevators while shopping through projected images.

The store will be created with a mix of modernity and tradition and will feature international and local brands such as Louis Vuitton, Gucci, Prada and Bottega Veneta. Other service components, including medical and spa services, events and art exhibits, will complement the store.

In addition to the Lamarr, the Hotel Thompson Vienna and the 1000 m² rooftop park are currently under construction. According to Central Group, tourists can enjoy a terrace in the gallery garden that connects the hotel to the store.

Central Group began its European development by acquiring Rinascente, a group of luxury department stores in Italy, in 2011. This was followed in 2013 by the acquisition of Illum, in Denmark. In 2015, Central Group formed a joint venture with Signa Holding to acquire KaDeWe Group Germany.