The Alpine Workshop, but what is it exactly?

After the concessions and the Studios, Alpine is launching a new urban meeting point concept with its customers, the Atelier.

This name will remind many of the famous Renault Atelier or Renault Pub that marked the brand’s glory days on the Champs-Élysées. Alpine therefore seems determined to revive this avant-garde concept of manufacturer/customer relationship. Much more than a concept store, the Alpine Atelier aims to be a trendy place in the heart of major European cities. The first Alpine Atelier will open its doors on June 21, 2024, in Barcelona, on the occasion of the Spanish Formula 1 Grand Prix. Two more Alpine Ateliers are expected by the end of 2024 in Paris (Opéra) and London (Mayfair).

With an area of 300 to 600 m², the Alpine Atelier is distinguished by a clean design and elegant style. It includes a bar dining area as well as a lounge space equipped with giant screens and a Devialet sound system.

All collections of Alpine clothing and sneakers will, of course, be available for sale in the boutique space of the Alpine Atelier. Models from the lineup will also be featured in the catalog. The Alpine A110 and the new electric city car A290 will be showcased under LED-lit ceilings. Finally, a semi-private area will allow customers to customize their Alpine by utilizing the Atelier’s personalization offerings. They will be able to define their body colors, choose brake calipers and rims of their choice, while also selecting their seat trims.

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