Modular brand environments bringing functional design to life across the world.
CHALLENGE: AlphaTauri needed a retail system that could adapt to diverse markets and contexts across premium fixed retailers to mobile pop-up environments. The goal was to create modular brand experiences that remain consistent across global locations while allowing flexibility for local execution.
IDEA: Modular, mobile, and customizable spaces designed to embody AlphaTauri’s design language wherever they appear. Each setup was crafted to balance aesthetic precision with logistical efficiency—ensuring the brand experience felt elevated whether inside a flagship retailer or a temporary activation.
ROLE: Led creative direction and coordination between internal brand teams, design agencies, and production partners. Defined spatial principles, visual consistency, and experience flow, ensuring every retail touchpoint reflected AlphaTauri’s core values of functionality and innovation.
OUTCOME: A global rollout of adaptable retail and showroom concepts.
Isetan Department Store, Tokyo, Japan
Rinascente, Turin, Italy
Rinascente, Milan, Italy
Concept, under construction
