Alpine opens its concept store in Paris: driving simulators and GP broadcasts - photos

In the Opéra district, motorsport brand Alpine opens its immersive concept store, where car and F1 enthusiasts can enjoy a display of recent models, F1 simulators, GP broadcasts and a motorsport bar.

Following on from Atelier Renault, a new space dedicated to a carmaker is opening in the capital, around the famous Alpine brand, next to the Opéra, from Tuesday to Sunday, 10am to 9pm. Over an area of almost 650m2 in Paris's 2nd arrondissement, visitors can discover recent models such as the A390 and electric A290 on display, a spot where several people can enjoy Formula 1 Grand Prix broadcasts, a motorsport bar, driving simulators and a sales area dedicated to personalization.

Open to the general public, theAtelier Alpine is the second immersive concept store for the French brand - founded in 1955 by Jean Rédélé and now owned by the Renault group - after Barcelona. It plunges visitors into a world well known to motorsport enthusiasts, who will be able to pretend they're F1 drivers on a simulator, or thrill to a live GP with their friends on the big screen!

Expect to pay 30 euros for 15 minutes of racing on one of the legendary circuits, in the same simulators as your favorite Alpine drivers, to experience all the sensations and try to take the corners without ending up in the bin! We really enjoyed this immersive experience, with headphones on and the seat following the car's every move. You can also race with your friends on request!

If the price is a little high, it remains similar to other simulators in the capital. To be sure of access (from age 10), it's best to book your session in advance, even if there are a dozen of them, configured either for F1, Rally (40 euros for 15 minutes), or at the wheel of an Alpine GT4 (20 euros for the same time).

Among the various areas of the store, there's also a merchandising area where you can buy the brand's clothing or miniature cars, and in the basement, a private room where you can personalize your future car, choose its colors, etc., in a mini-museum of motorsport.

Upstairs, you can watch the GPs on a giant free-access screen, while enjoying a drink or a bite to eat in the adjoining kitchen. But the convivial bar-restaurant isn't huge, so you'll need to arrive a little early if you want a seat.

A place entirely dedicated to motor sport, one of the few in the capital, which should also host events such as product launches, meetings with drivers and even exhibitions in the months to come, to make the brand part of Parisian life and bring it closer to the public.

This test was conducted as part of a professional invitation. If your experience differs from ours, please let us know.