Pierre Gasly inaugurates the new Alpine Paris Workshop
This page is translated from the original post "Pierre Gasly inaugure le nouvel Atelier Alpine Paris" in French.
- 16/10/2025 14:08
Alpine has officially opened its first immersive concept store in France: the Alpine Atelier Paris, located at 35 Boulevard des Capucines.
The small launch event, hosted by Julien Fébreau, Formula 1 commentator on Canal+, gathered many personalities from the automotive world, including Pierre Gasly, driver of the BWT Alpine Formula One Team, and Philippe Krief, CEO of Alpine.
This new 650 m² space spread over three floors aims to be both a showroom, a meeting place, and an experience center. Designed as a showcase of Alpine’s identity, it blends contemporary design, technology, and a “Racing” spirit. Raw concrete, aluminum, and the iconic blue compose an architecture that evokes the brand’s performance and lightness.
A Parisian Showcase for Alpine
Visitors can explore flagship models, both classic and recent, including the new A290 and A390, displayed in a gallery-style environment. On the ground floor, a blue brick bar welcomes the public, while an Alpine Formula 1 car highlights the brand’s close ties to racing. The space also features professional driving simulators developed with E-MOTION and Car Lovers, providing a fully immersive driving experience.
An lower level is dedicated to vehicle customization. Customers are assisted in configuring their Alpine according to their preferences—colors, materials, wheels, or brake calipers—in an environment reminiscent of design workshops, featuring elements signed by Jean Prouvé and noble materials.
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The Atelier also includes an official boutique dedicated to Alpine ready-to-wear clothing and accessories, as well as an event space where Grand Prix F1 races and World Endurance Championship races will be broadcast.
For Alpine, this new location aims to strengthen the connection between racing and the French art of living, while providing a space for exchange around automotive passion.
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