Sunst designed Alpha Industries Europe’s first brick-and-mortar store in Frankfurt, translating the brand’s rich heritage and aviation legacy into a cutting-edge retail environment. Serving as a community hub and a scalable blueprint for future locations, this global brand beacon blended combined physical and virtual experiences in a forward-thinking design.

As part of their ongoing brand refresh of Alpha Industries, Sunst reimagined the company’s entire visual identity and spatial concept. Rather than leaning heavily on military-inspired aesthetics, they created a refined, modern approach that integrates heritage with innovation. This vision is reflected in material contrasts – exposed aggregate concrete juxtaposed with stainless steel—and brand-accented textures, delivering a bold yet emotionally resonant space.

Key elements include the “Wingracks,” display units inspired by airplane fuselage structures. These iconic fixtures combine functionality with brand storytelling and can be crafted from materials like plywood, aluminum, or steel, ensuring instant recognition.

Despite the challenges of the store’s asymmetrical layout, the design seamlessly connects past and future. Recessed spaces highlight historic artifacts alongside new campaign collections, engaging long-time fans while attracting new audiences.