AlphaTauri’s Salzberg HQ is a sci-fi fantasy
Browse in-store, buy online: AlphaTauri’s forward-looking mindset
Red Bull’s premium clothing brand AlphaTauri has seen the future of fashion retail and it looks like a Denis Villeneuve sci-fi movie.
In a new exhibition headquarters in Salzburg, Austria, Berlin designers Studio Riebenbauer used blackened and oiled volcanic rocks from another world, wet-looking flooring and aluminum shelving systems. polished in the shape of a blade to create an environment that reflects the forward-looking DNA of the brand. Dynamic and intergalactic lighting setups, both for task and installation, were inspired by the brand name – Alpha Centauri being the star placed directly in the eye of Taurus in the constellation Taurus.
AlphaTauri’s vision, as also presented in its mobile innovation lab, is more of Tyrell Corp / Nexus-9, deploying personalized digital avatars for customers, body scanners, dressing rooms virtual tours and VR tours of collections and factories. The products are available on trial, but the actual purchases are made online, which means there is no cash register and therefore no inventory problem for the staff.
With all of the brand’s sweaters already produced using 3D knitting technology, specially designed AlphaTauri applications will allow consumers to personalize garments to the smallest detail. A flawless production process completes a custom order in about an hour, with almost no waste.
Enter the futuristic fashion landscape of AlphaTauri
“In the future, you will expect that when you buy something, it is a perfect fit for you,” says Murat Acevit, brand product manager. “The five or so sizes currently on offer will not be enough.”
AlphaTauri is inspired by the design of its namesake of the F1 racing team – think of the best performance optimized through pioneering innovation, with an emphasis on the smallest details; and patented technologies and inventive features to enhance style with functionality. “For the AlphaTauri collections, we blend textile innovations and technologies with premium materials to create forward-thinking and sustainable designs,” adds CEO Ahmet Mercan, who likes to describe the brand as “a visionary fashion company”.
“All of our textiles are designed in partnership with textile innovation leaders around the world who go beyond what is already known and fashionable. Everything we do is seen through the prism of innovation. As a brand, we are always challenging, uplifting and exploring. The innovation cycle never stops. ‘
The first collections were designed by Mi-Kyong Yeom, head of design for AlphaTauri (formerly Hugo Boss and Akris) and feature a sober approach to clothing: simple but technically constructed down jackets, merino cashmere sweaters in a signature check pattern. Custom 3D knits are made at lightning speed, on the 3D-Wholegarment knitting machine from Japanese company Shima Seiki, while outerwear is made of Taurobran®, a newly developed material formed from a central waterproof membrane. bonded with an outer and inner layer of interconnected fabrics and ultra-breathable fibers. A capsule of lightweight, minimalist pants, suits and blazers is part of AlphaTauri’s packable, wrinkle-resistant travel system.
“We want to offer features and functionality without compromising on style or comfort,” says Mercan. ‘AlphaTauri is both aesthetic and innovative.’ §