AlphaTauri, the technical fashion label named after the Red Bull-owned Formula 1 racing team, is ready to unveil its first brick-and-mortar flagship outside of Austria in London on Thursday.

Taking on the previous Mulberry space on Brompton Road in Knightsbridge, which is a stone’s throw away from Harrods, the three,500-square-foot store will showcase the brand’s full range of men’s, women’s and accessories offerings on two floors.

The sleek silver space includes a 20-foot-high immersive LED wall, in addition to a race automobile from the Scuderia AlphaTauri team, hung vertically on the wall, putting the brand’s link to Formula 1 on full display. The inside is designed by Studio Riebenbauer, the identical creative mind behind the brand’s 21,527-square-foot showroom in Salzburg.

Ahmet Mercan, chief executive officer of AlphaTauri, believes that London is the perfect location for the brand to start its global retail expansion, whatever the inflationary and political environments.

“Truthfully speaking, London has all the time been influential in the style industry. It’s a crucial spot on this planet, and it’s the house of many inspirational designers from everywhere in the world. Town is the right playground for us,” he said.

The brand opened stores in Graz and Salzburg, where Red Bull is headquartered, in 2016. A flagship overlooking Vienna’s landmark St. Stephen’s Cathedral was opened last 12 months.

AlphaTauri also established a presence in Italy prior to now two years by establishing dedicated space during Pitti Uomo, via installing two pop-ups, and taking on windows of Milan’s Rinascente.

After London, Mercan said the brand has set its eyes on France, Germany, the U.S and Japan, where AlphaTauri launched its first pop-up contained in the Isetan department store in Tokyo just a few weeks ago.

He added that this 12 months, AlphaTauri is selling through greater than 130 retail partners in 14 countries, and the brand is aiming to expand to greater than 20 countries in the following couple of years.

AlphaTauri is a fashion business essentially born out of a preferred Italian Formula 1 racing team with 2.6 million Instagram followers. Mercan said the connection to the race has been instrumental to success, though the brand caters to greater than the die-hard Formula 1 community. The brand became an official apparel supplier to the competition earlier this 12 months.

“Formula 1 is considered one of the most popular sports events in the meanwhile. We’re continuously coming up with recent ideas to merge fashion and Formula 1 together. We are actually dressing the F1 drivers and the team in our stylish and cozy pieces, and to support the team’s lifestyle and add the approach to life aspect into the world of Formula 1,” he said.

The brand will even work with its own team Scuderia AlphaTauri on the designs for brand new helmets and develop interesting projects together, Mercan added.

But he stressed that the brand also appeals to “a creative, progressive and loving community that values top quality, questions the establishment, is in a way sophisticated and has an lively lifestyle.”

“We call them the ‘sophisticated rebels,’” Mercan said, adding that, “Our product is designed for the urban professionals, those that live in major cities like London, Paris and Latest York.”

AlphaTauri’s offering sits within the premium contemporary range. A water-resistant 3-in-1 winter parka is 899 kilos, while a protracted puffer coat and a chunky knit merino wool jacket are priced at 649 kilos and 499 kilos, respectively. A logo T-shirt starts at 60 kilos, while a seamless 3D-knitted polo costs 189 kilos.

Mercan touted that the brand stands out out there for its ability to supply pieces made with modern technologies developed in-house. An example is the three-layer Taurobran membrane, utilized in making soft, waterproof and breathable parkas, trousers and sweatshirts.

“With all these technologies and innovations, that are definitely within the DNA of the brand, we all the time be sure that our styles remain highly fashionable and convenient. The science part is to bring all these added values and innovations right into a product, without sacrificing the great thing about the product is all the time key,” Mercan added.