AlphaTauri Parks up in Knightsbridge

Brompton Road gets its wings today as Red Bull-owned AlphaTauri opens its doors to its London flagship, the six-year-old brand’s first British brick-and-mortar. Designed by globally-recognised, award-winning design workroom Studio Riebenbauer, the store aims to offer an immersive shopping experience like no other – one worth the trip to Knightsbridge.

For starters, the 326m2 brick-and-mortar space boasts a six-metre-high LED wall that reacts to the time of day. The immersive sounds and visuals draw customers further into the ground floor’s ‘Experience Area’ complete with installations designed to encourage visitors to further explore the world of AlphaTauri.

Beyond that, visitors can peer at various elements inspired by the Austrian marque’s roots and design language. For instance, a unique racing car assembled from original parts from AlphaTauri’s namesake, the Scuderia AlphaTauri racing team, is on display to pay homage to the brand’s deep ties with Formula 1.

And, of course, there’s the clothes – men’s and women’s pieces interspersed across the two floors. Particular focus is placed on AlphaTauri’s selection of knits and parkas, with an installation dedicated to each on display. But no matter your purchase — whether that be a merino wool jumper, a waterproof layer or something other — you’ll have access to the in-store dry cleaning and alteration services.

The Knightsbridge space is the brand’s fourth physical store, and the first outside of Austria. The first in Salzburg opened its doors in 2016, the same year the brand was founded – as did the store in Graz. And just last year a flagship store was opened in Vienna, nearby city landmark St Stephen’s Cathedral.

‘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,’ says Ahmet Mercan, CEO of AlphaTauri.

The AlphaTauri store is now open to the public from 10am-8pm Monday to Saturday and 12pm-6pm on Sunday. Can’t make it to Knightsbridge rn? Head on over to the brand’s official webstore to check out its AW22 collection.