AlphaTauri opens first UK store in London
AlphaTauri, the premium fashion label owned by Red Bull, has opened its first directly run store in the UK, a market it already serves with an e-shop. The 326-square-meter menswear and womenswear store on two levels, whose interiors have been styled by Studio Riebenbauer (a creative studio with offices in Berlin, Vienna and Los Angeles), is located on Brompton Road, in the luxury district of Knightsbridge.
“We are pleased to be continuing our expansion course in the heart of London. Our goal is to implement AlphaTauri's brand vision internationally and to establish a global presence. The opening of the first flagship store here in the British capital is another important milestone in our growth strategy,” said Ahmet Mercan, CEO of AlphaTauri.
The store’s aesthetic is a tribute to AlphaTauri's design language, with monochrome interiors fitted with brushed aluminium panels, alongside components made with natural materials and customised lighting fixtures. A 6-metre-high, two-storey LED wall changes in colour according to the time of day.
Two giant installations within the store reflect the brand's signature capabilities: the first, extending over two storeys and made with a myriad threads, is inspired by AlphaTauri's 3D knitted products; the second consists of individual garment elements attached to the wall to showcase the Koov parka.
A partly assembled Formula 1 car, painted in the livery of the F1 team of which AlphaTauri is the main sponsor, seems to emerge from a wall, underlining the connection between the AlphaTauri F1 team and the fashion label.
The London store is the fourth operated by AlphaTauri, after those in Salzburg, Graz and Vienna in Austria. The label’s collections are available at select multibrand retailers in Europe, Turkey and Qatar, and on its e-shop.
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