The innovative clothing company has opened a suitably innovative flagship store – its first outside of Austria – on Brompton Road
Six years ago, Red Bull Racing poured its considerable resources into the launch of a fashion label, AlphaTauri. Now, in November 2022, the brand has launched its new UK flagship in Knightsbridge, taking over a sprawling 3,500sqft two-storey space on Brompton Road.AlphaTauri comes to Knightsbridge
AlphaTauri develops and patents its own textile technologies, and this passion for innovation can be found in the boutique’s chic aluminium interiors, masterminded by award-winning Studio Riebenbauer, which has offices in Berlin, Vienna and LA. There is an “Experience Area” for customers on the ground floor, as well as an immersive 6m-high LED wall which changes according to the time of day. And that’s not even the most eye-catching element of the store. Affixed to another wall is the Scuderia AlphaTauri Formula 1 car, assembled from original parts.
As for the clothing, fans and AlphaTauri newcomers alike can expect a range of minimalist and beautifully engineered apparel and accessories for both men and women (and some unisex pieces), including high-tech outerwear, hoodies, T-shirts, dresses, hats and bags.
‘We are pleased to be continuing our expansion course in the heart of London,’ commented Ahmet Mercan, CEO of AlphaTauri on the brand’s debut London flagship. ‘Our goal is to implement AlphaTauri’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.’
Visit AlphaTauri at 171-175 Brompton Road, SW3 1NF
