Innovation Challenge: Young people shape the 'Shopping Street of the Future'

How can public spaces be made attractive so that they invite people to shop and linger? And what do tomorrow’s consumers expect? These were the questions tackled by students aged 15 to 17 as part of the Junior Innovation Challenge at the Seestadt Technology Center. The event was organized by Junior Achievement Austria with the support of aspern Seestadt Einkaufsstraßen GmbH. The focus of the concept development was the co-creative mile, a promenade and shopping street that will stretch from Aspern Nord station to Zaha Hadid Platz at asperner See in the coming years.

In small groups and accompanied by mentors from aspern Seestadt Einkaufsstraßen GmbH and the Schloss Seeburg Private University, the young people—potential future users themselves—developed creative concepts for the 'Shopping Street of the Future.' They were asked for their ideas on an attractive mix of offerings, mobility solutions, city logistics, and the quality of stay in public spaces. A panel of experts awarded prizes to the best concepts.

“The young people have shown with great creativity and vision what the shopping street of the future can look like. Co-creation as an innovative development principle thrives on such ideas. With aspern shopping and Austria’s first managed shopping street, we are taking new paths in Seestadt from the very beginning. Since day one, we have ensured the right local amenities in the right places at the right time. The concepts developed during the Junior Innovation Challenge focused both on the overall qualities of our future promenade and shopping mile and on individual key aspects. We were particularly impressed by a group that surveyed Seestadt residents in public spaces about their needs. My heartfelt congratulations to all the teams,” said Martin Hesik, Managing Director of aspern Seestadt Einkaufsstraßen GmbH and jury member.

Seestadt gives space to innovative approaches

The district offers the best conditions for initiatives like the Junior Innovation Challenge: As a city of short distances, the local supply is carefully planned and implemented here. Austria’s first managed shopping street—supervised and developed by aspern Seestadt Einkaufsstraßen GmbH—already includes around 8,000 m² of retail space on the ground floors. By the time the district is completed, another 22,000 m² will be added. As the main tenant for selected ground floor spaces, the shopping street company brings suitable shops and restaurants to Seestadt. The joint venture between Wien 3420 and SES Spar European Shopping Centers not only creates attractive shopping opportunities with the managed shopping street, but also places to linger—with outdoor seating, non-commercial seating areas, and plenty of space to move, romp, and play.

 

Developing and testing innovation skills

Students from HBLVA17 for the chemical industry and HTL Spengergasse took part in the Junior Innovation Challenge in Seestadt.

“Innovation is more than just a buzzword—it is the key that enables young people to actively shape the future. When students learn to think creatively, develop new solutions, and boldly pursue new ideas, they not only create personal opportunities but also contribute to a sustainable society. Especially in a changing world, innovation skills are not a nice-to-have, but a must-have—and this is exactly where we focus with our educational programs at Junior Achievement Austria,” said Herwig Draxler, Chairman of Junior Achievement Austria.

Wien 3420 aspern Development AG 

Wien 3420 aspern Development AG is responsible for the development of aspern Die Seestadt Wiens. It is the central contact for potential project applicants, manages location marketing, partner acquisition, and land utilization. In close cooperation with the City of Vienna, urban planning, land use, and infrastructure development are advanced. Since 2011, Wien 3420 AG has been supported by the Program Management for Urban Development Areas for Livable Housing in the City of Vienna’s Building Directorate, working with around 20 city departments and additional project developers and investors.

aspern Seestadt Einkaufsstraßen GmbH 

In 2012, Wien 3420 aspern Development AG and SES Spar European Shopping Centers founded a joint venture, aspern Seestadt Einkaufsstraßen GmbH, with the goal of developing a local supply concept for the new district. This was supplemented by the marketing and management of Austria’s first managed shopping street in aspern Seestadt. Since day one, this joint venture has ensured optimal local amenities and a needs-based mix of retail, gastronomy, and services in Seestadt.

Junior Achievement Austria

The Junior Achievement Austria association was founded and is supported by the Austrian Economic Societies to implement the programs of Junior Achievement Worldwide (JAW) in Austria. The association’s goals are to impart and promote basic economic knowledge and social skills that significantly facilitate entry into later professional life. This is to be achieved, among other things, through active networking between schools and business.