Brand Store Specialized Hamburg (DE)
Interior design, advice & implementation
What does the client want to achieve?
Challenge
Specialized is a leading brand in the cycling world, known for its quality, innovation, and design. This American brand aims to be the go-to choice for both beginner and advanced cyclists. In addition to a wide variety of bikes, such as mountain bikes, road bikes, e-bikes, fitness bikes, cross-hybrids, and children’s bikes, the brand also offers helmets, shoes, apparel, and saddles.
The challenge for the Specialized brand store in Hamburg was to ensure that the interior of the store matched the uniqueness of its exterior, located in the heart of Hamburg. Terms like stylish, sleek, and streamlined were used during the intake process.
Collaborating on an innovative store design
Approach
First, we provided architectural advice on the building, as it was previously a fashion store and required some adjustments. Our contact, Florian, made it clear that the brand store should function as one large showroom. The designer brought this vision to life by presenting products in a unique way through various display cases. For example, race bikes were placed behind a wind tunnel, a retro Specialized bike was displayed in a glass case, a saddle was featured in a see-through wall, a wall full of bike helmets was showcased, and an aisle with bikes stacked on both sides created a striking visual effect. This approach ensures that visitors are continuously surprised by new elements from every corner of the store!
Showroom experience
Result
Although the store’s size is not massive, walking through both floors will easily take you over an hour. In addition to the beautiful products from Specialized, there’s plenty more to experience. The store creates an immersive atmosphere through moving images, a coffee bar, and a stunning lookout point over the city from the second floor.
unique to Specialized Hamburg
Streamlined bicycles
Specialized has been innovating since 1974. When cyclists wanted to go faster, they invested in carbon and built their own wind tunnel. In the brand store in Hamburg, we recreated a similar wind tunnel. You can see four wind turbines, with several race bikes displayed on podiums in front of them. It’s a fascinating sight!
Unique showroom
With the right materials
For this project, we made extensive use of concrete, wood, steel, and linear light lines to achieve a sleek result. In the store, we created a wooden slat wall with varying thicknesses, which adds a 3D effect. The lighting between the slats enhances this effect even further! This is undoubtedly a unique display for the bicycles, as Specialized Hamburg requested in their brief.
