In order to equip existing commercial properties for the future, you have to adapt space requirements, spatial schemes and architectural designs to the shopping expectations of a modern clientèle – partic­ularly in booming interna­tional metrop­olises such as Vienna. Retail development within a portfolio plays a significant role in terms of the quality of cities. In the 11th district in Vienna, a major new city attraction is being developed with the moderni­sation of the Huma Eleven shopping centre, as it has been know since its partial opening in Autumn 2015.

Modern trade location with tradition

The site in Simmering was first used as commercial space in the 1970s. The former Huma shopping centre was opened there in 1987, positioning itself as a specialist store with a site measuring around 40,000 m². At almost 30 years old, this shopping centre has now been converted over 26 months into the most modern shopping centre in Vienna. Once both construction stages are completed in 2017, the centre will be the second largest in Vienna, with approx. 90 shops and over 50,000 m² of rental space. However, in order to become a successful trade location and remain so for the foreseeable future, it is not just the size of the property that matters. In order to be ready for whatever the future has to hold, the redesign paid particular attention to current interna­tional architectural trends for shopping centres: Architecture thought through to the very last detail, optimised interior spaces and modern shop concepts all work together to control the emotions of shoppers through the config­u­ration of form, colour, light, climate, look and even smell . All these aspects come together in order to create the best possible visiting conditions, making Huma Eleven a great new meeting-place in Vienna.

Huma was and is a trade location with tradition. People have been coming here to do their big weekly shop for decades . The centre has been known and loved far beyond Vienna itself out into Upper Austria. The operator, SES Spar European Shopping Centers, and the Jost Hurler Group as the owners naturally wanted to retain this magnetic draw and decided to replace the existing specialist market with an innovative new build that will meet user shopping expectations for years to come . A modern future-orientated shopping centre must not only satisfy the needs of shoppers and traders, but also functions as a leisure centre for local residents. Attractive and comfortable places to take a break and inviting restaurant and café areas ensure that people feel welcome to come and stay in the centre for as long as they like. The first construction stage has been in place here since Autumn 2015, implementing shop concepts for small and medium-sized retail companies and interna­tional brands. The new experience will then be rounded off for Viennese customers two years later, in 2017, with the completion of the extension.

Experience shopping with all your senses

So how can changing requirements for modern commercial properties be implemented promptly? The architectural concept for the redesign in Vienna was created by Chapman Taylor, the interna­tional architectural office from Düsseldorf , while the project was implemented by ATP architects engineers from Vienna. The spatial experience is based on a large-scale mall design, with unique water features, real plants, green islands, food courts and architecture flooded with light. The interior design takes the nearby Danube as its point of reference, in order to create the unique location-related character of Huma Eleven. The Donauauen national park is charac­terised by its broad expanse of water, shallow shores, gravel banks and specific plant life. An organically formed water area with a bed of river gravel was created in an area of over 200 m²,with charac­teristic image motifs on furnishings and flooring in the form of islands and banks that are reminiscent of tree trunks and river stones. Lots of green islands and real trees add to the natural atmosphere of the centre. A 4.5 metre high water curtain creates another impressive highlight. Warm natural materials, bright colours and soft organic forms shape the flowing character of the mall.

The 300-metre long new build itself is charac­terised by a clear, modern design vocabulary. The façade is made from sheet steel in three different gold tones and it looks different depending on the location and light. The light concept also plays a significant role inside. Large glass fronts create transparency and brightness. The open atrium, reaching 14 metres in height, is spanned by an enormous wood structure that supports the 3,000 m² glass roof. The innovative artificial light and daylight was developed in cooperation with the renowned Bartenbach Lichtlabor. Optimum use of daylight and artificial lighting features have been put together carefully, adapted to suit the needs of a modern shopping centre. Special shading technology and glass panels that do not reflect the outside light ensure that the mall is as bright as day but not glaring. In Vienna, the commercial concept by the operator SES, including leisure options such as the 500 m² “Planet Lollipop” kids’ area, goes hand in hand with the architectural and planning concept from the Jost Hurler Group, ensuring the implemen­tation of a concept that will stand the test of time for years to come.