The outerwear specialist AlphaTauri, which belongs to the Red Bull beverage group, is expanding its collaboration with Formula 1 and opening pop-up stores at the racetracks.
Visitors to the so-called Paddock Club, an exclusive Formula 1 offer where guests can take part in what is happening on the track as closely as possible, will in future have the opportunity to purchase selected pieces from AlphaTrauri. The first temporary retail space was opened at the season opener in Bahrain, followed by the Saudi Arabian Grand Prix. 15 more pop-ups will follow over the course of the season, the Austrian brand announced on Thursday.
“With the opening of the AlphaTauri pop-up stores in the Formula 1 Paddock Club, we are adding a shopping component to the exclusive paddock experience,” says AlphaTauri CEO Ahmet Mercan. “This ambience is the ideal setting for presenting curated AlphaTauri styles from the current collection.”
The opening of the pop-up stores is a logical continuation of the efforts of the brand, which also collaborates with the Scuderia AlphaTauri racing team, to increase its level of awareness on a global level. In order to fully focus on expansion, particularly on the US market, the brand announced the closure of all stores in its Austrian homeland in February.