AlphaTauri opens London flagship store
Alpha Tauri London store exterior 1
4 November 2022: On Thursday 3 November, AlphaTauri brought together some of the biggest names in fashion, sport and music to celebrate the opening of the brand’s first London flagship store. . The guests were treated to a one-of-a-kind performance by British singer Ray and the DJ duo of Lou Hayter and Navarn Rizwan.
The host was David Coulthard, a legend in the F1 world who was also active in Red Bull. The event, held in a distinctive 326m2 store on Brompton Road in Knightsbridge, London, was sponsored by AlphaTauri and featured current drivers of the eponymous Scuderia AlphaTauri F1 team. Pierre Guthrie and Yuki Tsunoda, who serve as the director, also showed their faces.
AlphaTauri CEO Ahmet Mercan said:
“I am very happy that so many friends have come out to celebrate this momentous day for the brand. We were able to take the next big step towards growth.”
AlphaTauri will further accelerate its global expansion with the opening of the London flagship store. Although it has already landed in the UK through e-commerce, the opening of a fully directly managed store this time marks the beginning of real store development in the country.
New Alpha Tauri flagship store in Knightsbridge: where fashion meets innovation Located on Brompton Road in Knightsbridge, the 326-square-meter store was designed by Berlin/Vienna/Los Angeles-based Studio Liebenbauer and invites visitors into the world of AlphaTauri. The latest men’s and women’s collections are spread across two floors.
A sleek black-and-white interior of brushed aluminium, interspersed with natural materials and custom-designed lighting, pays homage to AlphaTauri’s obsessive design language. By combining the latest technology and natural materials with digital/innovative/interactive elements, we are able to offer a one-of-a-kind shopping experience while emphasizing the customer-first concept.
From the LED display on the wall that runs through the second floor, immersive sound and video content that varies depending on the time of day is displayed, allowing you to experience the world of AlphaTauri from the moment you step into the store. In addition to introducing the latest men’s and women’s product lineups, the “Experience Area” on the 1st floor is studded with various elements for visitors to enjoy the brand’s world view.
The knit and hoodie installation reflects the brand’s two core competencies. The knitted installation spread over two floors is inspired by Alpha Tauri 3D knit products made from a single piece of fabric and made using multiple threads. Parker’s installation, on the other hand, showcases the iconic Parker in an eye-catching composition with a series of technical pieces on the wall.
The Scuderia AlphaTauri F1 racing car, which AlphaTauri serves as the main sponsor and bears its name, will also be unveiled with original parts assembled. Painted in the colors of the F1 team, this exhibition model that seems to float above the wall symbolizes the deep relationship between F1 racing teams and fashion brands. The two worlds are closely linked by a constant quest for innovative solutions and a pioneering spirit backed by technical expertise.
Completing the store experience is a product display specially created for AlphaTauri and various digital screens, arranged individually or in a collage, showing the latest line-up of the collection.
With the opening of the London flagship store, the brand now has four directly managed stores. The first store opened in Salzburg in 2016, and in the same year also opened in Graz. In 2021, a flagship store will open in the district where you can see the historic building of St. Stephen’s Cathedral in Vienna, and the store in Graz will be significantly expanded.
Services available at AlphaTauri London include:
・”Click & Reserve”
(AlphaTauri’s EC function that allows you to check the availability of products in the store and the availability of reservations)
・”Drop It” (home delivery of purchased items)
Alpha Tauri London store information:
Opening date: Friday, November 4, 2022
Floor area: 326 square meters
1st floor: experience area plus styles selected from the latest collections Level 2: Alpha Tauri Men’s and Women’s Fashion and Accessories address:
171-175 Brompton Road
London SW3 1NF
Opening hours: (Monday-Saturday) 10am-8pm, (Sunday) 12pm-6pm Phone: +44 (0)20 4537 5035
The main guests who rushed to the opening event:
From left: AlphaTauri CEO Ahmet Mercan, F1 driver Yuki Tsunoda, Scuderia AlphaTauri representative Franz Tost, F1 driver Pierre Guthrie, AlphaTauri Executive Advisor Bruno Seltzer
From left, former F1 driver David Coulthard, Red Bull Racing representative Christian Horner, former Spice Girls Geri Halliwell [Image 10
Musician, Singer, DJ, Producer Lowe Heiter
Model Mary Charteris and her husband Robbie Furze
About the Scuderia AlphaTauri F1 Team:
Scuderia AlphaTauri is a racing team under the Red Bull umbrella based in Faenza, Italy, and has been participating in F1 since 2020. It is a team that was born after changing the name of its predecessor, Scuderia Toro Rosso, and renewing it. Team principal Franz Tost. The team name and brand name “AlphaTauri” is derived from the star Aldebaran (scientific name: Alpha Tauri) in the constellation Taurus. About AlphaTauri:
AlphaTauri is Red Bull’s premium fashion brand, and since its birth in 2016, it has continued to explore new directions in the fashion industry. We offer design and luxury materials combined with textile innovation. In the joint development of the latest technology, we practice collaboration with prominent experts around the world. The AlphaTauri collection is available in direct stores in Salzburg, Graz, Vienna and London, as well as through distributors throughout Europe, Turkey and Qatar and on the website alphatauri.com.
@alphatauri [Official Instagram]
Details about this release: