Fashion

Discover Alpha Tauri’s newest flagship store in London


Alpha Tauri, Red Bull’s high-fashion brand, continues its global expansion with the opening of a flagship store in London. Already present in the UK via e-commerce, the brand has opened its first fully owned UK store and marks the company’s entry into the UK brick-and-mortar retail sector.

“We are delighted to continue our extensive course in central London. Our goal is to fulfill Alpha Tauri’s brand vision internationally and establish a global presence. Ahmet Mercan, Alpha Tauri CEO, explains the opening of our first flagship store in the UK capital is another milestone in our growth strategy.

A new two-story, 326 square meter store has opened on Brompton Road in Knightsbridge. It was designed by Berlin, Vienna and LA-based Studio Riebenbauer, with the aim of bringing visitors into the world of Alpha Tauri and showcasing the latest collections for men and women.

Shop Alpha Tauri

Shop Alpha Tauri

With a sleek monochrome interior made of brushed aluminum combined with natural materials and specially designed lights, the store’s aesthetic is respectful of the brand’s design language. The combination of technical and natural elements along with the interplay of digital, creative and interactive elements creates a unique shopping experience and offers an outstanding customer-focused concept. row.

Alpha Tauri Store, London

Alpha Tauri Store, London

A two-story, 6-meter-high LED wall with live sound and content that changes according to the time of day, allows customers to immerse themselves in the Alpha Tauri experience as soon as they enter the store. In addition to current product highlights for men and women, there are various elements in the Experience Zone upstairs that invite visitors to explore the lifestyle and identity of the brand.

The two core competencies of the brand are reflected in the knitting and lacing installations of the parka. The knitting installation, which spans over two floors, is constructed from a multitude of yarns, inspired by Alpha Tauri’s 3D knitting products, made entirely in one piece. The parka installation, on the other hand, consists of individual technical components attached to the wall, showcasing the iconic Alpha Tauri Koov parka.

Alpha Tauri Store, London

Alpha Tauri Store, London

The in-store experience is complete with product settings specially developed for Alpha Tauri and various digital displays arranged individually or as a collage, which can be used to display Latest content in the collection.

A Formula 1 racing car is on display, assembled from original parts. The display car, painted in the team colors (of which Alpha Tauri is the main sponsor and name) appears to protrude from the wall, demonstrating the connection between the F1 team and the fashion brand, which is focus on expertise and the constant development of innovative solutions.

Alpha Tauri Store, London

Alpha Tauri Store, London

With the opening of this flagship store in London, Alpha Tauri now owns four stores. The first store opened in 2016 in Salzburg, as well as the one in Graz. In 2021, the store in Graz was significantly expanded followed by the opening of a flagship store in Vienna, located in the first district with views of St. Historical Stephen.

Shop Alpha Tauri London
171-175 Brompton Rd
London SW3 1NF
UK

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