Frequently searched
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.
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.
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.
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.
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.
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!
Events