Apparel Stores
AlphaTauri
AlphaTauri is a premium fashion label founded by Red Bull in 2016. Named after the Alpha Tauri star, the brand blends innovative technology, high-quality materials, and modern design to create functional yet stylish apparel.
The stores in London, Vienna, Salzburg, and Graz offer visitors a truly unique brand experience. What sets AlphaTauri apart is its seamless blend of innovation and purposeful design, driven by pioneering technologies and crafted from premium fabrics and materials. Since its inception, it has evolved into a standalone label, combining fashion and function for a modern audience.
The AlphaTauri global flagship is designed to make a bold statement on the world fashion stage, serving as both a gallery and a showcase for the AlphaTauri collection. With its futuristic design and striking lighting, set within the character-rich space of an old gym loft, the flagship embodies the brand’s core values while redefining the standard for presenting the AlphaTauri vision.
The 326m² AlphaTauri store on Brompton Road in Knightsbridge, London offers visitors an immersive brand experience. The interior showcases a sleek monochrome aesthetic with brushed aluminum surfaces, complemented by natural materials and custom lighting, reflecting AlphaTauri's innovative design ethos. The store also houses a Formula 1 race car from Scuderia AlphaTauri, assembled from original parts and displayed as if emerging from the wall, symbolizing the connection between the racing team and the fashion brand.
The AlphaTauri flagship store in Vienna, located near St. Stephen's Cathedral, spans approximately 400 square meters over two stories. Its interior design is characterized by a monochrome palette featuring brushed aluminum surfaces complemented by natural materials, creating a modern yet inviting atmosphere. Custom-designed lighting enhances this aesthetic, reflecting AlphaTauri's commitment to innovative design. A notable feature of the store is the "Experience Area" on the ground floor, where visitors can explore 3D knitting technology. This technology enables the production of seamless knitwear, offering both sustainability and enhanced comfort.
The store's design on Getreidegasse in Salzburg draws inspiration from the brand's namesake, Alpha Tauri, the brightest star in the Taurus constellation. This celestial theme is reflected in the space's dynamic, intergalactic lighting, including a signature neon light installation featuring 30 light tubes that redefine the baroque architecture of the historic building.
The interior features an impressive counter bar made of monochrome stainless steel and stone, blending modern materials with the historic ambiance of Graz City Hall. Unique light installations and a futuristic illuminated ceiling enhance the store's atmosphere, while seating areas specially designed for AlphaTauri create a distinctive spatial experience.
