Doing on-site sales in an exclusive, premium environment during events is always tricky. Doing it at 22 locations throughout 9 months on 5 different continents is even trickier. As the official apparel supplier of Formula One®, AlphaTauri is available at select races in the paddock-club with limited assortment. To achieve this the brand needs a highly flexible, modular, moveable and lightweight pop-up solution which emphasises the premium aesthetics of the brand.

The pop-up concept is made out of polished aluminum, silver curtains and black lava stones. It can be packed in itself and is easily transportable.