Store gallery: Red Bull-owned fashion label AlphaTauri unveils London flagship

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AlphaTauri has opened the doors to its new flagship store in Knightsbridge, London

The fashion brand, which was founded by Red Bull in 2016, aims to use cutting-edge technology and textiles to create its ranges.

The 326 sq m store on Brompton Road features a monochrome, aluminium interior to showcase AlphaTauri’s latest collections for both men and women.

AlphaTauri now has four stores in its portfolio across Europe, which also includes Vienna, Salzburg and Graz.

The store has a 6m-tall LED wall with immersive sound and content changes according to the time of day.

Customers are also invited to explore the history of the brand and its innovations, as well as viewing a Formula 1 race car assembled from original parts, representing its connection to the F1 racing team.

The brand’s two key innovations – the knit and the parka – are highlighted in installations across the two-floor store, showing each of the garments’ technical parts.

The store also offers a click-and-collect service, home delivery, dry cleaning and an alterations service.

AlphaTauri chief executive Ahmet Mercan 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.”