Red Bull’s fashion label AlphaTauri is screeching into Milan by taking over the city’s Rinascente department store until 17 Feb. Launched in 2016 as a brand extension, AlphaTauri’s collections are based on innovation and functionality, aiming at using the newest technologies to create everyday apparel, suitable for office and outdoors.

As part of the tie-up, the label took over the department store’s eight windows facing the arcade on central shopping thoroughfare Corso Vittorio Emanuele II and installed two pop-up shops inside, dedicated to men’s and women’s wear, respectively, to mark the retail debut of its spring 2020 collection, which the company presented last year during Berlin Fashion Week.