AlphaTauri x Galeries Lafayette Berlin

AlphaTauri makes the Galeries Lafayette Berlin shine

Goodbye gloom! AlphaTauri recently spread an exclusive, springtime feeling thanks to a sensational installation in Berlin’s busy Friedrichstraße. In keeping with the beginning of the new season, the premium fashion brand showcased itself in Galeries Lafayette with a sun-drenched storefront window display and two glowing pop-up spaces, making the luxury store in the heart of east Berlin shine. Additionally, visitors’ attention was captured by two oversized outdoor banners on the store front and an impressive triangular banner in the department store’s glass light cone.

AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette Berlin
The sun in the window
How do you make Berlin shine? With a vibrant storefront window display! Following the current campaign title “People of the New Sun”, AlphaTauri presented light and fresh styles for the spring-like temperatures in a sun-drenched storefront window display, and thus opened the 2020 spring/summer season in the German capital. The two storefront windows at the main entrance on Berlin’s world-famous Friedrichstraße glowed a bright yellow. Both day and night, the radiant window display – filled with summery styles like 3D knits and packable parkas – sparked curiosity. To guarantee a perfectly balanced setting, the light on the displays could be adjusted according to the time of day and changing ambience.
AlphaTauri @ Galeries Lafayette Berlin
Outdoor-Banner
To make the exterior of Galeries Lafayette Berlin’s main entrance perfect, two oversized banners with motifs from the current spring/summer campaign were placed above the bright storefront window. At night, the large outdoor banners were illuminated by spotlights, making the vibrant presence of AlphaTauri in Galeries Lafayette impossible to miss – by day or night.
The large outdoor banners, in combination with the bright storefront window, conjured up a phenomenal façade, directly on Berlin’s Friedrichstrasse. With this, AlphaTauri made a vivid statement in a city that was still in the grip of winter.
AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette
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AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette
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AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette
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AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette
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AlphaTauri @ Galeries Lafayette Berlin
AlphaTauri @ Galeries Lafayette
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Brilliant eye-catcher: Two exclusive Pop-Up Spaces
AlphaTauri also had some in-store surprises with two vibrant, eye-catching areas – the two exclusive pop-up spaces in Galeries Lafayette were impossible to overlook thanks to a luminous LED light frame. Exciting details in a rich, warm yellow followed the window display’s theme and created a sense of springtime awakening in the middle of the luxury department store. Both the men's pop-up on the 1st floor and the women's pop-up on the 2nd floor were custom-made exclusively for the presentation in Galeries Lafayette. However, in order to be mindful of sustainability, much of the material used was recycled from installations previously created for the Italian luxury mall Rinascente in Milan. With innovative 3D knit styles, summery parkas, coats and transition jackets in fresh colours, there was something for everyone’s taste.
AlphaTauri @ Galeries Lafayette Berlin
A real challenge
Another impressive in-store installation was the triangular AlphaTauri indoor banner, mounted in the glass cone in the middle of Galeries Lafayette, and which could be gazed on from almost any angle. Due to its impressive dimensions (4.5 x 10.4 m and a weight of around 200 kg), the set-up of the oversized campaign banner was certainly a challenge! The installation of the indoor banner alone took six people almost 10 hours. The biggest challenge during the build-up was that the glass light cone area under the banner had no floor, and the installation had to be done without lifting platforms due to the low load-bearing capacity at the cone’s edge. The remarkable result was a huge AlphaTauri banner, framed with around 57m of LED light strips – which seemed to float weightlessly above the light cone. Challenge accepted, and the result was definitely worth it!
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