The recent lockdown in Austria forced AlphaTauri to change its retail inauguration plans slightly, but finally the Austrian fashion brand opened two new stores.

The first one is a new flagship located in Austria’s capital Vienna. The space is near St. Stephen's Cathedral and presents the latest collections for men and women on approximately 400 sqm spread over two floors. Digital elements in combination with a monochrome interior of brushed aluminum–punctuated by natural materials–and specially designed lights are intended to reflect the brand's innovative approach to store design.

Upon entering the Vienna flagship store, customers are greeted by the so-called Stargate–a floating light installation. The futuristic eye-catcher is intended to provide the stage for a keypiece, which is staged by the play of light. This setting is broken up with nature stagings. While the current AlphaTauri collection is presented on the second floor, visitors can immerse themselves in an "Experience Area" on the ground floor: in addition to the Heat Press for personalizing selected styles, they can also learn more about the Shima Seiki 3D-Knit machine for seamlessly knitted styles from the collection.

For the opening, the "Vienna Capsule" consisting of two styles for men and women has been launched, which is only available in the Vienna store. The in-store experience is completed with mannequins specially designed for AlphaTauri as well as the use of digital screens, which–arranged individually or as a collage–can be played with the latest content from the collection. On the second floor there is also a selfie corner with a view of the historic St. Stephen's Cathedral. In addition to Vienna, AlphaTauri opened a new store in Graz. The former Graz store has been running since October 2016; the new space is in close proximity to the old one and is now offering three times as much sales area. Located in the middle of the city center on Herrengasse and with a total sales area of over 170 sqm, the store welcomes visitors with a counter bar made of monochrome stainless steel and stone. Light installations contrast the historic ambience of Graz City Hall and are intended to reflect AlphaTauri's innovative approach. A futuristic lighted ceiling in the back of the store and seating interiors designed especially for AlphaTauri create a special sense of space.

Studio Riebenbauer, based in Berlin, Vienna, and Los Angeles, is responsible for the store design of the new locations.

With the opening of Vienna and Graz, AlphaTauri now has a total of three stores in Austria: The first flagship store in Salzburg opened in May 2016.



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