Premium label AlphaTauri opens its first international flagship store in London's Knightsbridge district

Fashion Calendar, 21 December 2022

Austrian Premium label AlphaTauri opened its first international flagship store in London's Knightsbridge district

with a big star line-up.

AlphaTauri flagship store in London, Knightsbridge ©AlphaTauri

Inside AlphaTauri flagship store ©AlphaTauri

21. December 2022: Austrian premium label AlphaTauri opened its first international flagship store outside Austria, in London's posh Knightsbridge district. The pre-opening in November was attended by high-profile guests from the world of fashion, sport and music. The host was none other than Red Bull veteran David Coulthard. Pierre Gasly and Yuki Tsunoda, the drivers of the F1 team Scuderia AlphaTauri also did not miss the opening. VIP guests were of course dressed in AlphaTauri, as well as Ex Spicegirl Geri Horner, who wore an AlphaTauri dress. Guests enjoyed a performance by British artist Raye as well as DJ sets by Lou Hayter and Nabhaan Rizwan. 


The 326m2 AlphaTauri store on Brompton Road in Knightsbridge was designed by Austrian design studio Riebenbauer, which has offices in Berlin, Vienna and Los Angeles. AlphaTauri's design language is simple and iconic; the monochrome brushed aluminium interior - punctuated with natural materials - is equally clear. A 6-metre-high LED wall spanning two floors with immersive sound changes depending on the time of day. Nearby is a Formula 1 racing car from Scuderia AlphaTauri assembled from original parts. The respective new collections can be viewed on digital screens. Other services include Click & Reserve, Drop It, Dry Cleaning and alterations. The opening of the flagship store in London brings the number of AlphaTauri stores to four. In 2016, stores were opened in Salzburg and Graz. In 2021, the flagship store was opened in Vienna, with a view of the historic St. Stephen's Cathedral.


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21. Dezember 2022: Das österreichische Premium Label AlphaTauri eröffnete seinen ersten internationalen Flagship-Store außerhalb Österreichs, und zwar im noblen Londoner Viertel Knightsbridge. Zum Pre-Opening im November kamen hochkarätige Gäste aus der Welt der Mode, des Sports und der Musik. Als Moderator fungierte niemand geringeres als Red Bull-Veteran David Coulthard. Auch Pierre Gasly und Yuki Tsunoda, die Fahrer des F1-Teams Scuderia AlphaTauri ließen sich die Eröffnung nicht entgehen. VIP Gäste waren natürlich in AlphaTauri gekleidet, sowie auch Ex Spicegirl Geri Horner, die ein AlphaTauri Kleid trug. Die Gäste kamen in den Genuss eines Auftritts der britischen Künstlerin Raye sowie DJ-Sets von Lou Hayter und Nabhaan Rizwan. 


Der 326m2 große AlphaTauri Store in der Brompton Road in Knightsbridge wurde vom österreichischen Designstudio Riebenbauer, das Sitze in Berlin, Wien und Los Angeles hat, entworfen. Die Designsprache von AlphaTauri ist schlicht und ikonisch; ebenso klar ist das monochrome Interieur aus gebürstetem Aluminium – durchbrochen mit natürlichen Materialien. Eine über zwei Stockwerke reichende, 6 m hohe LED-Wand mit immersivem Sound wechselt je nach Tageszeit. In der Nähe befindet sich ein aus Originalteilen zusammengesetzter Formel 1 Rennwagen der Scuderia AlphaTauri. Auf digitalen Screens können die jeweiligen neuen Kollektionen bespielt werden. Weitere Services sind Click & Reserve, Drop It, Dry Cleaning und Änderungsservice. Mit der Eröffnung des Flagship-Stores in London erhöht sich die Anzahl der eigenen AlphaTauri Stores auf vier. 2016 wurden Stores in Salzburg und Graz eröffnet. Im Jahr 2021 wurde der Flagship-Store in Wien eröffnet, mit Blick auf den historischen Stephansdom.


The most beautiful pictures of the evening:

AlphaTauri London Opening - David Coulthard, Ahmet Mercan, Christian Horner, Geri Horner ©AlphaTauri

AlphaTauri London Opening - Bruno Saelzer and AlphaTauri CEO Ahmet Mercan ©AlphaTauri

AlphaTauri London Opening - The Flag Twins, Bruno Saelzer©AlphaTauri

AlphaTauri London Opening - Pierre Gasly and Yuki Tsunoda in ©AlphaTauri

AlphaTauri London Opening - Geri Horner, Christian Horner ©AlphaTauri

AlphaTauri London Opening - British artist Raye ©AlphaTauri

AlphaTauri flagship store in London, Knightsbridge ©AlphaTauri

AlphaTauri flagship store in London, Knightsbridge ©AlphaTauri

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