AlphaTauri brought together some of the biggest names in fashion, sport, and music to celebrate the opening of its first-ever London flagship store. Guests were treated to one-off performances by British singer Ray and DJ duo Lou Hayter & Nabhan Rizwan.

Exterior of the AlphaTauri London Store
The event was hosted by F1 legend David Coulthard, who also played for Red Bull. The event, held in a distinctive 326 square metre store on Brompton Road in London's Knightsbridge, was attended by Pierre Gasly and Yuki Tsunoda, current drivers of the eponymous Scuderia AlphaTauri F1 team, which is sponsored by AlphaTauri.



AlphaTauri CEO Ahmet Mercan said:

"We are thrilled that so many friends have come together to celebrate this milestone day for the brand. We are incredibly grateful for your overwhelming support. The opening of our London flagship store marks the next major step in our journey to becoming a global brand."

AlphaTauri further accelerates its global expansion with the opening of its London flagship store. Having already launched in the UK through e-commerce, the opening of this fully-managed store marks the beginning of a brick-and-mortar presence in the country.



AlphaTauri's new flagship store in Knightsbridge: where fashion meets innovation
Located on Brompton Road in Knightsbridge, the 326 square metre store was designed by Studio Liebenbauer, which has offices in Berlin, Vienna and Los Angeles. The store invites visitors into the world of AlphaTauri, showcasing the latest men's and women's collections across two floors.


The sophisticated monochrome interior, made of brushed aluminum, is dotted with natural materials and specially designed lighting, paying homage to AlphaTauri's signature design language. By combining the latest technology and natural materials with digital, innovative and interactive elements, the store emphasizes its customer-first concept and provides a one-of-a-kind shopping experience.


The LED displays on the wall that runs through to the second floor play immersive sound and video content that changes depending on the time of day, allowing customers to experience the world of AlphaTauri from the moment they step inside the store. In addition to showcasing the latest product lineups for men and women, the "Experience Area" on the first floor is filled with various elements that allow visitors to immerse themselves in the brand's worldview.


An installation of knitwear and hoodies reflects the brand's two core competencies. The two-floor knitwear installation is inspired by AlphaTauri's 3D knitwear, which is made entirely from a single piece of fabric, and utilizes multiple threads. Meanwhile, the hoodie installation features a number of technical components arranged on the wall, showcasing the iconic hoodie in an eye-catching composition. The Scuderia AlphaTauri F1 racing car, which AlphaTauri sponsors and bears its name, is also on display, assembled from original components. Painted in the F1 team's colors, the display model appears to float above the wall, symbolizing the close relationship between the F1 racing team and the fashion brand. These two worlds are united by a pioneering spirit backed by a relentless pursuit of innovative solutions and technical expertise.
The store experience is rounded off by custom-built product displays for AlphaTauri and various digital screens, arranged individually or as a collage, showcasing the latest collections.


With the opening of the London flagship, the brand now has four directly-operated stores. The first, in Salzburg, opened in 2016, followed in the same year by a store in Graz. In 2021, the Graz store was significantly expanded with the opening of a flagship store in Vienna overlooking the historic St. Stephen's Cathedral.

Services available at the AlphaTauri London store:
・Click & Reserve
(AlphaTauri's e-commerce function that allows you to check product availability and reservation status in-store)
・Drop It (home delivery of purchased items)
・Dry cleaning
・Alteration service