Alpine has opened its flagship location in the centre of Paris as part of its broader repositioning strategy. The new concept store, named L’Atelier Alpine, reflects the brand’s aim to establish itself as a more accessible, premium, and culturally rooted marque.
Located across three levels, the 650-square-metre site offers an immersive experience designed to appeal to a broad demographic. L’Atelier was developed in collaboration with international brand and design agency Lonsdale, and follows the opening of Alpine’s first concept store in Barcelona in June 2024.
The store features a modern interior that combines raw concrete and recyclable aluminium, structured around Alpine’s midnight blue colour palette. The space departs from conventional showroom design, favouring a layout more aligned with contemporary cultural venues.
From the street, a Formula 1 car is on display, signalling the brand’s motorsport DNA. Inside, vehicles including the A390 Sports Fastback and A290 electric city car are positioned as sculptural objects. A brand wall features authentic F1 parts and memorabilia, while a ‘levitating’ Alpine, a blue glass brick bar, and furnishings designed by Jean Prouvé add further emphasis on engineering heritage and design.
The site also includes interactive zones. Driving simulators offer visitors a chance to compete in virtual Formula 1 races, and a lounge and bar area is accessible during the day. At weekends, the venue hosts F1 Grand Prix screenings on a large LED screen, with audio from a Devialet Phantom I system.
A discreet sales area allows vehicle configuration, with wood veneer walls displaying colour samples, parts, and accessories, including components from Alpine’s hydrogen concept vehicle, the Alpenglow.
“Alpine is a brand of motorsport enthusiasts and lovers of beautiful mechanics. With the Alpine Workshop designed by Lonsdale, we want to bring this passion to life in a different way and offer a brand experience focused on modernity, open to all generations. Now, in the heart of Paris, you can test your reflexes behind the wheel of one of our Formula 1 simulators, customise your future Alpine, or simply experience the intensity of a Grand Prix with friends and enthusiasts in a resolutely trendy location,” said Antonino Labate, Director of Sales, Marketing and Experience at Alpine.
Pierre Thevenard, Creative Director at Lonsdale, added: “With L’Atelier, we sought to enhance the Alpine promise through a vibrant, hybrid, and aspirational space, capable of creating connections and projection. It’s not just a place of sale: it’s a cultural medium, a community accelerator.”
The Paris location represents the second iteration of the L’Atelier concept. Alpine plans further openings in key European cities including London and Milan as it continues to expand its presence beyond traditional automotive showrooms.
