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.
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.
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.