Alpha Tauri, the premium fashion brand of Red Bull, continues its global expansion with the opening of a flagship store in London. Already available in The UK via e-commerce, the brand has opened the first fully owned store in Britain and marks the company's entry into British brick-and-mortar retail.

“We are pleased to be continuing our expansion course in the heart of London. Our goal is to implement Alpha Tauri'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,” explained Ahmet Mercan, CEO, Alpha Tauri.




The new two-floor, 326-sq.-meter store has opened on Brompton Road in Knightsbridge. It was designed by the Berlin, Vienna and LA-based Studio Riebenbauer, with the aim to immerse the visitor in the Alpha Tauri world and showcase its latest collections for men and women. With a slick monochrome interior made of brushed aluminum added with natural materials and specially designed lights, the store aesthetic is a homage to the design language of the brand. The combination of technical and natural elements along with the interaction of digital, innovative and interactive elements creates a unique shopping experience and delivers an outstanding concept that focuses on the customer. A two-floor, 6-meter high LED wall with immersive sound and content changes according to the time of day, allowing customers to immerse themselves in the Alpha Tauri experience as soon as they enter the store. In addition to the current product highlights for men and women, there are various elements in the Experience Area on the street-level floor that invite visitors to explore the brand’s own lifestyle and identity. 

The two core competencies of the brand are reflected in a knit and a parka installation. The knit installation, which extends over two floors, constructed from a myriad of threads, takes inspiration from Alpha Tauri's 3D knit products, which are made entirely in one piece. The parka installation, on the other hand, consists of individual technical parts attached to the wall, exhibiting the iconic Alpha Tauri Koov parka.

The in-store experience is rounded off with product installations specially developed for Alpha Tauri and various digital screens arranged individually or as a collage, which can be used to display the latest content on the collection. 

A Formula 1 race car of is displayed, assembled from original parts. The show car, painted in the colors of the racing team (of which Alpha Tauri is the main sponsor and namesake) seems to emerge from the wall, representing the connection between the F1 racing team and the fashion brand, being both focused on expertise and a constant development of innovative solutions.

With the opening of this flagship store in London, Alpha Tauri now owns four stores. The first one was opened in 2016 in Salzburg, as was the store in Graz. In 2021, the store in Graz was significantly expanded followed by the opening of a further flagship store in Vienna, located directly in the first district with a view of the historic St. Stephen's Cathedral. 

Alpha Tauri Store London
171-175 Brompton Rd
London SW3 1NF
United Kingdom

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