Combining motorsports, lifestyle, and design, Alpine’s recently opened flagship in the heart of Paris represents the next step in the automotive brand’s repositioning as a more accessible, premium, and cultural brand.

Designed by international brand and design agency Lonsdale, L’Atelier Alpine is a 650m² / 7000ft² space spread over three levels. It offers a total immersion in Alpine’s universe for a broad audience, including discerning enthusiasts, motorsport fans, customers and curious passersby.

This is the second concept store for Alpine since its first opened in Barcelona in June 2024. The growing network of iconic locations combine urban proximity, design culture, and immersive experiences. Two other stores are planned in London and Madrid soon.

The design of L’Atelier reflects the brand’s aesthetics and technical sophistication. Its modern, airy architecture combines raw concrete and recyclable aluminum, echoing Alpine’s engineering culture. Midnight blue, the brand’s signature color, structures the space and interacts with an elegant, contrasting aesthetic, more like a contemporary art gallery than a car showroom.

A Formula 1 car attracts visitors from the street, illustrating Alpine’s resolutely sporty DNA. Iconic models, both past and present, such as the all-new A390 Sports Fastback and the A290 electric city car, are displayed like sculptural works. The space also includes a brand wall composed of authentic Formula 1 pieces and iconic objects (driver suits, trophies, etc.), a levitating Alpine, a blue glass brick bar, and furniture designed by French architect/engineer Jean Prouvé. The combination anchors the space in an imaginary blend of performance, heritage, and modernity.
A community hub between competition and lifestyle
L’Atelier Alpine aims to become a gathering place, at the intersection of design, entertainment, and community experience. During the day, a lounge and bar area welcomes casual visitors. Driving simulators invite Formula 1 fans to experience the adrenaline rush of the track and compete against experts.

On weekends, L’Atelier Alpine transforms into a hub for adrenaline fans, with F1 Grand Prix races broadcast on a giant LED screen, accompanied by a Devialet Phantom I sound system, for total immersion in the world of high performance competition.

A discreet sales area allows customers to configure their vehicle in privacy. The walls, clad in warm wood veneers, feature shelves displaying various customization items: leather samples, brake calipers in a variety of colors, A290 and A110 steering wheels, along with objects made from authentic A110 brake discs, and the Alpenglow hydrogen car.

An ambitious and evolving retail vision
After Barcelona in 2024, Alpine will roll out its flagship concept in Paris before expanding to other European capitals. Park Lane in London and Milan will be the next steps in this international expansion.

“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, customize your future Alpine, or simply experience the intensity of a Grand Prix with friends and enthusiasts in a resolutely trendy location.”
— Antonino Labate, Director of Sales, Marketing and Experience, Alpine

“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.” — Pierre Thevenard, Creative Director, Lonsdale
L’Atelier Alpine is located at 35 Boulevard des Capucines in the heart of Paris.