Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
AlphaTauri, the fashion retailer owned by Red Bull, has continued its global expansion plans with the opening of a London flagship store in Knightsbridge.
It is its first fully-owned store in Britain and marks the company’s entry into British brick-and-mortar retail.
The 326m2 store on Brompton Road showcases the latest collections for men and women on two floors. Designed by Studio Riebenbauer, it features a monochrome interior made of brushed aluminium – interspersed with natural materials and specially designed lights, the store aesthetic aiming to pay homage to the design language of AlphaTauri.
The store features a two-storey, six-metre-high LED wall with immersive sound and content that changes depending on the time of day.
Ahmet Mercan, CEO of AlphaTauri, said: “We are pleased to be continuing our expansion course in the heart of London. 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.”
