Thailand’s Central Group and its European joint venture partner Signa, have formally 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 KaDeWe Group’s fifth luxury department store, joining KaDeWe in Berlin, Alsterhaus in Hamburg, Oberpollinger in Munich, and Carsch-Haus in Düsseldorf.

“The Lamarr belongs to Vienna’s residents, and it is set to be the pride of the city. Hedy Lamarr is simply an icon to us,” said Andre Madre, CEO of KaDeWe Group. 

Designed by architecture firm OMA, the department store is located on one of the most bustling shopping destinations in Vienna, Mariahilfer Straße boulevard. It will span eight floors with 20,000sqm of retail space. Customers can encounter Lamarr and her memorable quotations on walls, and in elevators while shopping through projected imagery.

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

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

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