One hundred days after the opening of its flagship store in Vienna, AlphaTauri welcomed over one hundred press and media representatives and friends of the brand for a cocktail event.
On the evening of 24 March guests enjoyed an exclusive shopping experience in an extraordinary atmosphere: amidst the futuristic store design and current spring/summer collection for women and men, AlphaTauri offered a holistic brand experience. A live DJ-set by Precious K (Janefondas) & Mike Evans provided a nice ambience, and signature drinks created especially by the parent brand Red Bull were served at the store’s very own bar. Snacks and hors d’oeuvres were served in abundance by Do&Co.
About the new store
Innovative shopping experience
In the immediate vicinity of St. Stephen’s Cathedral, the approx. 400 square metre store presents the latest collections, key looks and accessories for women and men across two stories. With a monochrome interior made of brushed aluminium – interspersed with natural materials – and custom-designed lighting, the store interior is itself a statement for the lively design language of AlphaTauri. The store furnishings reflect the innovative approach of the brand. The interplay of digital and innovative elements ensures a unique shopping experience and is part of the outstanding, customer-oriented concept.
With regard to innovation, visitors can submerse themselves in an “Experience Area” on the ground floor and learn more about 3D knitting technology. Alongside a more sustainable production approach, 3D knitting technology offers numerous other product and design advantages including improved comfort thanks to seam-free designs.
AlphaTauri expands its store portfolio
With the opening of its flagship store in Vienna in the immediate vicinity of St. Stephen’s Cathedral, AlphaTauri now has a total of three stores in Austria, further expanding its very own retail network. At the end of this year, the brand will open its first flagship store in London.
Studio Riebenbauer, a design studio with offices in Berlin, Vienna and Los Angeles, is responsible for the store design.
