The new AlphaTauri flagship store in Knightsbridge – fashion meets innovationThe new AlphaTauri flagship store in Knightsbridge – fashion meets innovationThe new AlphaTauri flagship store in Knightsbridge – fashion meets innovation

The new AlphaTauri flagship store in Knightsbridge – fashion meets innovation

The 326m2 store on Brompton Road in Knightsbridge, designed by the Berlin, Vienna and LA-based Studio Riebenbauer, immerses the visitor in the AlphaTauri world and showcases the latest collections for men and women on two floors.

With a slick monochrome interior made of brushed aluminum – interspersed with natural materials and specially designed lights, the store aesthetic is an authentic homage to the design language of AlphaTauri. The combination of technical and natural elements combined 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-storey, 6m high LED wall with immersive sound and content changes according to the time of day, allowing customers to immerse themselves in the AlphaTauri 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 ground floor that invite visitors to explore the world of the brand. 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 AlphaTauri’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 AlphaTauri KOOV parka in an arresting manner. The in-store experience is rounded off with product installations specially developed for AlphaTauri and various digital screens arranged individually or as a collage, which can be used to display the latest content on the collection.