AlphaTauri Getreidegasse

Alpha Tauri is the name of the brightest, most radiant star in the constellation of Taurus (the Bull). Its position in the bull’s eye made it the perfect namesake for Red Bulls innovative fashion brand. With the new AlphaTauri store in Salzburg’s Getreidegasse we aimed to translate the brand values into an architectural concept, that would set new standards for the retail design in the city. One of the main challenges of this project was to implement a design representing innovation and technology into a baroque building.

The reduced formal language and the usage of brushed aluminium and pitch black flooring underlines the technological aspects of AlphaTauri. Additionally Studio Riebenbauer’s neon light design was adapted to fit the concept – 30 light tubes break up the image of the historical building. An installation consisting of multiple connected screens on the ceiling shows a poetical-technical videocollage and works as a dynamic source of light.