Brompton Road gets its wings today as Red Bull-owned AlphaTauri opens its doors to its London flagship, the six-year-old brand’s first British brick-and-mortar store. Designed by world-renowned, award-winning design studio Studio Riebenbauer, the store aims to provide a shopping experience like no other, one well worth the trip to Knightsbridge.
The 326 m² stationary hall initially has a six-meter-high LED wall that reacts to the time of day. Immersive sounds and sights draw patrons deeper into the “Experience Area” on the ground floor, complete with facilities designed to encourage visitors to further explore the world of AlphaTauri.
Additionally, visitors can view various elements inspired by the Austrian brand’s roots and design language. As a tribute to the close connection between the brand and Formula 1, for example, a unique racing car will be on display, which was assembled from original parts by AlphaTauri’s namesake, the Scuderia AlphaTauri racing team.
And, of course, there’s the clothes: men’s and women’s pieces spread across both floors. Particular attention is paid to AlphaTauri’s selection of knitwear and parkas, each of which is dedicated to a facility. But no matter what you’re shopping for, whether it’s a merino wool sweater, a raincoat, or something else, you have access to in-store dry cleaning and alteration services.
The Knightsbridge store is the fourth store for the brand and the first outside Austria. The first in Salzburg opened in 2016, the year the brand was founded, as did the store in Graz. And just last year, a flagship store opened in Vienna, near the city’s symbol, the Cathedral. of Saint Stephen.
‘We are delighted to continue our course of expansion in the heart of London. Our goal is to implement AlphaTauri’s brand vision internationally and establish a global presence. The opening of the first flagship store here in the British capital is another important milestone in our growth strategy”, says Ahmet Mercan, CEO of AlphaTauri.
The AlphaTauri Store is now open to the public from Monday to Saturday from 10 a.m. to 8 p.m. and on Sundays from 12 p.m. to 6 p.m. Can’t get to Knightsbridge rn? Proceed to Marche official web store to see the AW22 collection.