AlphaTauri expands its retail presence in Austria with two stores in Vienna and Graz designed by Studio Riebenbauer. Developed around the brand’s focus on textile innovation, digital interaction, and premium fashion, both retail spaces combine monochrome materials, immersive lighting systems, and technology-driven experiences. The stores translate AlphaTauri’s futuristic visual language into physical environments where fashion retail, digital storytelling, and customer interaction operate as a connected spatial experience.
The Vienna flagship store combines immersive lighting and digital retail experiences
Located near St. Stephen’s Cathedral, the AlphaTauri flagship store in Vienna extends across approximately 400 square meters distributed over two floors. The retail concept presents the latest menswear and womenswear collections through a spatial composition defined by brushed aluminum surfaces, natural materials, and integrated lighting elements.
The interior design reflects the brand’s technological identity through a monochrome palette interrupted by warmer tactile materials. Specially designed lighting systems reinforce the futuristic atmosphere and contribute to defining visual hierarchy throughout the store.
A central feature of the Vienna flagship store is the “Stargate,” a floating light installation positioned at the entrance as an immersive architectural focal point. The illuminated structure introduces visitors to the AlphaTauri universe while highlighting selected key pieces through controlled lighting effects and reflective surfaces.
Retail technology becomes part of the customer experience
The Vienna store integrates digital installations and interactive technologies directly into the retail environment. Digital screens display current collections and textile innovation content, reinforcing the connection between product communication and spatial design.
On the ground floor, the “Experience Area” allows visitors to explore the technological side of the brand through interactive elements including a Heat Press station for garment personalization and the Shima Seiki 3D-Knit machine used for seamless knitwear production.
The project combines fashion retail and experiential design by transforming technology into a visible component of the customer journey rather than a hidden operational tool.
Natural elements balance the futuristic retail atmosphere
While the stores emphasize innovation and digital interaction, natural staging elements introduce visual contrast and spatial balance. Vegetation and tactile materials soften the highly technological environment and create a dialogue between futuristic aesthetics and more organic references.
The relationship between reflective surfaces, lighting installations, and natural materials contributes to creating an immersive retail atmosphere designed to reinforce the AlphaTauri brand identity. The project avoids decorative excess and instead uses lighting, materiality, and spatial rhythm to define the customer experience.
The Graz store adapts the AlphaTauri retail concept to a historic urban context
Located on Herrengasse in Graz city center, the second AlphaTauri store develops the same ultra-modern retail concept within a smaller sales area of more than 170 square meters. The store combines monochrome stainless steel surfaces, stone materials, and integrated lighting systems to create continuity with the Vienna flagship while adapting to the architectural context of Graz.
An illuminated ceiling installation positioned at the rear of the store reinforces the futuristic atmosphere and contrasts with the historic surroundings near Graz City Hall. Custom-designed seating and integrated display elements contribute to defining a cohesive and recognizable retail environment.
The project demonstrates how the AlphaTauri retail concept can maintain consistency across different spatial conditions while adapting to the scale and identity of each location.
Studio Riebenbauer develops retail spaces combining architecture, branding, and technology
The store design for both AlphaTauri locations was developed by Studio Riebenbauer, an international architecture and design studio based in Berlin, Vienna, and Los Angeles. The project combines interior architecture, branding, and retail technology to create immersive commercial environments aligned with AlphaTauri’s innovation-driven identity.
AlphaTauri, Red Bull’s premium fashion brand founded in 2016, combines performance materials, textile innovation, and contemporary fashion design through collaborations with international technology and manufacturing experts.
Locations: Vienna and Graz, Austria
Store Design: Studio Riebenbauer
Brand: AlphaTauri
Photo Courtesy: AlphaTauri
by: AN Shopfitting Magazine no.168 ©