VARENA opens in Vöcklabruck

With its exceptional architectonic presence the shopping center presents 80 attractive shops, shop-in-shop-concepts, restaurants and service providers throughout its 32,000 m². The grand opening of VARENA is the largest shopping center opening in Austria for 2010.

VARENA has been fully leased for months. Only the very best international, national and regional merchants have taken up occupancy in the shopping center.

The shopping center also demonstrates a good carbon footprint. An innovative and environmentally friendly energy concept utilizes groundwater-pumps to both heat and cool the building.

The location adjacent to Bundesstraße / Highway 1 in Vöcklabruck has been a retail location since the 1960s. INTERSPAR opened its hypermarket at this location in 1995. A new and wholly integrated project has been in the planning since 2002.

The new and modern world-class shopping center VARENA was built over a period of 29 months. SES is the developer, constructor, investor and operator of the shopping center. The renowned architectural firm ATP Architekten & Ingenieure designed the center. The mall was constructed as a joint venture between the companies Alpine, Strabag and Dywidag. The neighboring property owners were kept informed about the development of the shopping center from the very beginning.

VARENA enhancing Vöcklabruck as a Commercial Center

VARENA strengthens the capital city of Vöcklabruck as a retail center and increases its significance throughout the region. The state of Upper Austria is also excited about the project, as Governor Dr. Josef Pühringer relates: "This large investment by SES Spar European Shopping Centers is an important sign in financially difficult times. It is a sign that our state is on the path to improvement. It is an optimistic economic signal because investments are only made when positive financial growth can be expected. This large-scale project is an important regional economic engine and is equally important for the regional job market."

VARENA and its Retail Partners - All the Best under One Roof

"Not every developer succeeds in having the very best retail partners in house when a shopping center first opens its doors. In this respect VARENA is something extraordinary. The wide variety of businesses is a strength of the center and an enormous competitive edge for the entire region," reports the SES Chief Executive Officer Marcus Wild. With its ca. 80 shops and shop-in-shop concepts, including 28 fashion providers, shoe stores and sports equipment centers, VARENA is bringing both new and tried-and-true concepts to the Upper Austrian marketplace. The numerous national and international top brands are joined by the best regional players. As an example, five of VARENA's restaurants are regionally owned and operated.


VARENA and Access to the Shopping Center

Exemplary Traffic Solutions Provide for Improved Safety

In close cooperation with the national traffic agency of the state of Upper Austria and the city of Vöcklabruck an holistic traffic solution was designed to meet the needs of the new shopping center. Be it by foot, bicycle, bus or car: customers can reach VARENA easily and directly. A rotary traffic system (roundabout) enables access to and departure from VARENA to Bundestraße (Highway) 1 without the inconvenience of streetlights or intersections. The highway was extended by 370 meters and widened by about 3.5 meters, including the historic Vöckla-Bridge (ca. 60 meter). This traffic solution was financed by SES Spar European Shopping Centers to the tune of €7 million.

Parking

A comfortable car-park routing system was integrated to ensure easy access to the 1,900 free parking spaces on three levels.

The optimally designed traffic system is complemented by the generous oversized parking spaces (2.7 m wide instead of the traditional 2.2 m wide) and a dedicated handicapped parking zone.

Optimal Access by Automobile

The shopping center was provided with its own bus stop during construction, and the city bus lines 2 and 3 run every 15 minutes. The buses connect VARENA with the local train station nearby. The percentage of customers that arrive at SES shopping centers via public transportation is relatively high.
In addition to the integration into the public transportation network, the shopping center can be reached by the pedestrian and bicycle paths along the Vöckla River which run to and from the city center.

VARENA and the Environment

Ecologically, Socially and Economically Sustainable

As with many of its projects, SES is making use of natural resources and renewable energy in its new shopping center VARENA, and in doing so is setting new international standards for sustainability and architecture. The technical systems of the shopping center VARENA ensure a significant reduction in CO2 emissions when compared to similar projects using traditional technology; this innovative step enables a reduction in running costs. Hydro-extractors use groundwater to heat and cool the shopping center.

In contrast to traditional hydro-extractors, VARENA's innovative system can be used both in the summer and winter by reversing the directional flow of water. All shops, offices and public spaces are capable of being individually adjusted to specific room temperatures. The lack of roof-mounted cooling systems also helps decrease sound pollution.

The Architecture of VARENA

The Shopping Experience of the 21st Century

Not 10 years from now but today, the shopping center VARENA is instituting the leading trend to combine shopping destinations with social meeting places to emphasize the multifunctional aspects of a shopping center. With its functional and emotional assets, shopping world VARENA is striving to become a leader in the marketplace.

A Sleek Structure with an Eye-Catching Appearance

The architecture of the shopping center was developed with the motto "Colorful Shopping in the Lake Region" in mind. The Salzkammergut and its many lakes serve as the backdrop for this beautiful location.

New Mall Concept "Plaza"

In contrast to traditional mall design, a 2,000 m² open space known as the Plaza provides the heart of the shopping center. It was designed in keeping with the idea of a traditional marketplace. This location serves to bundle the activities of the shopping center: shopping, eating, playing, communicating, relaxing - a new urban space for Vöcklabruck. The high-quality granite floor of the mall reinforces this impression. The central plaza is ringed by shops, cafés and restaurants.