Athletics and Recreation

Johannes Torpe Studios – Behind the design; The United Cycling Store & Lab (2018)

Johannes Torpe Studios – Behind the design; The United Cycling Store & Lab (2018)


I think people will feel – – that they walk into something that is completely unexpected. Something they’ve never seen before. Something that would never in their wildest imagination be a bike showroom. The starting point for the design was really to think about – the monastery of bicycling. Thinking about creating this almost religious feeling when you walk into the room it’s like “Wauw”. You look up. The bike is your God. The mechanic is the priest. That really gives me the believe that the future of retail is done this way. What is important when you enter a store – it could be nice, but what you want to see is the product as the first thing. Each area has it’s own spirit. So when you walk around the store first you see the bike, and the way it’s displayed. You know you are with a product that is at top level, like Formula 1. The showroom is very technical. But it’s technical for a reason. It’s technical to give you the feeling of the man/machine. Like the cranes that take the bicycles down from the ceiling and up. It’s something that is kind of old fashioned – and more tactile. Just like a bicycle. There is no store on the same level in the world today dressed the way it is, designed the way it is, telling stories the way the United Cycling store does. Even if you look into other categories – within lifestyle, outdoor etc. there are very few stores that meet the same standard. I can’t ask for better. This is the most beautiful store I have ever seen display our bike. In the world. I’m very very pleased with the result. I think we have accomplished exactly what we set out to do. To create the future of retail. To create a store and lab that will amaze people over and over again. And actually make people emotional about buying a bicycle.


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