Alpha Tauri’s Salzberg HQ is a sci-fi fantasy
Browse in-store, buy online: Alpha Tauri’s forward-looking mentality
Alpha Tauri, Red Bull’s premium clothing brand, has seen the future of fashion retail and it looks like a Denis Villeneuve sci-fi movie.
In a new exhibition headquarters in Salzberg, Austria, Berlin-based designers Studio Riebenbauer used Outside the World-blackened and oiled volcanic rocks, wet look flooring and polished aluminum, blade-shaped shelving systems to create an environment that reflects the brand’s future DNA. Dynamic and intergalactic lighting configurations, 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.
Alpha Tauri’s vision, as also presented in its Mobile Innovation Lab, is more Tyrell Corp / Nexus-9, deploying personalized digital avatars for customers, body scanners, virtual dressing rooms. and VR tours of collections and factories. The products are available on trial, but the actual purchase is made online, which means there is no balance and therefore no inventory problem for staff. With all of the brand’s sweaters already produced using 3D knitting technology, the specially designed Alpha Tauri applications will allow consumers to personalize garments to the smallest detail, a seamless production process complementing a bespoke order in about an hour … with almost no waste.
Enter the futuristic fashion landscape of Alpha Tauri
“In the future, you will expect that when you buy something, it is a perfect fit for you,” says Murat Acevit, product manager for the brand. “The roughly five sizes that are currently on offer will not be good enough,” Alpha Tauri is inspired by the design of its namesake from the F1 Racing team. “The best performance optimized through pioneering innovation … with a focus on the smallest details. “We use patented technologies and inventive features to enhance style with functionality. “
The brand’s first collections were designed by Alpha Tauri’s head of design, Mi-Kyong Yeom (formerly of Hugo Boss and Akris) and feature a sober approach to clothing; Simple but technically constructed puffer jackets, merino cashmere sweaters in a signature check pattern. Custom 3D knits are made at blazing 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. “For the AlphaTauri collections, we blend textile innovations and technologies with high-end materials to create avant-garde designs with a certain longevity,” explains Acevit. “We’re talking aesthetics and innovation in one: we want to deliver features and functionality without compromising on style or comfort. »§