9. November 2018
A ceiling height of almost 6 meters, illuminated display furniture and mirrored glass that gives the illusion of infinity are just some of the effects that makes a new showroom for high-end bicycles an extraordinary experience. “This project is an invitation to dare to dream big”, says Creative Director Johannes Torpe.
In a little over 12 months Johannes Torpe Studios have succeeded in transforming a dull industrial building from the 1990s into a gleaming cathedral for the science of cycling. With “the power of the product” as the mantra, the design team has created a retail space that fosters knowledge, learning and innovation.
Johannes Torpe says: “Our client sell some of the most advanced bicycles in the world. Athletes win Olympic medals on them. With our design we have tried to highlight the engineering and dreams the bikes represent. By staging the bicycles in a futuristic, minimalistic and etheric universe their power and sovereignty is emphasised.”
Henrik Lyngbye Pedersen, owner of United Cycling, says: ”I come from a culture were dreaming is encouraged and community and togetherness is precious. For those reasons it was natural for United Cycling to partner with Johannes Torpe on the journey to create a new and vibrant platform for Argon 18-bicycles in Europe.”
Johannes Torpe says: ”We have designed a store, where passion and dedication can thrive. It encourages you to nerd out. The store is also a result of our client’s realisation that today a store has to offer an experience and provide a sense of community and belonging.”
A dull industrial building from the 1990s has been transformed into a modern monastery for the science of cycling. High performance bicycles from Argon 18 are displayed in a futuristic retail experience that blends elements from the world of technology, engineering, mechanics and community. Here harmony exists between man, nature and machine. It is a space that fosters knowledge, learning and innovation and perhaps even more importantly, invites people to dream.
Just North of Copenhagen surrounded by lush green forests and country roads, you find a new destination for the global cycling community. The space com- bines the functions of a traditional showroom with the ambition to support the global bicycle community. With knowledge, innovation and learning as key- words the new United Cycling Lab & Store offers a full experience of the world of professional cycling. In short, a modern monastery for the science of cycling.
A dull industrial building from the 1990s has been transformed into a retail ex- perience and Head Quarters for the Danish agency of Argon 18-bicycles. The store includes a product gallery with accessories and spare parts, a workshop, a bike-fitting area and offers training facilities on Watt bikes. The full project comprises of office facilities, meeting rooms, cantina, storage facility and an outdoor plaza by the main entrance, perfect for industry meet-ups and events.
The design concept draws its inspiration from the detailed engineering of a car- bon fiber bicycle. It seeks to highlight the dreams and engineering that the bicycles represent. We have done this by juxtaposing the world of nature and science and the meeting between man and machine.
The architectural design follows a tight grid system that is introduced through- out the building and perhaps is most noticeable in the interior design. This choice pays tribute to the precision of the products and ensures a modular and scalable retail solution for a global rollout.
Concrete floors, bright white walls, custom built illuminated product display furniture and 6 meter ceiling heights with white luminous ceiling panels make the impressive framework of the showroom. One wall is a customised illumi- nated display for 8 bikes and suspended from the ceiling are five pantographs that elegantly display a selection of bicycle prototypes. With the click of a but- ton, they can be lowered down for inspection by the customer. Mechanical, old fashioned and tactile all at once. Five display elements with lit surfaces and a cabinet box allow customers to take a closer look and feel of the individual bike parts.
The south wall separates the showroom from the product gallery and is cov- ered in perforated raw steel plates with a brass mesh attached on the back- side. Through the perforations one can sense the inviting and cozy space of the product gallery. Here customers can find top-tier equipment and spare parts elegantly presented on costumised oak display units. Moving from the cozy wooden nest of the gallery into the grandiose, white and almost sterile show- room is a transition that displays the contrasts between nature and science, si- multaneously combining the world of men with machines. It is a transition from low to high ceiling and from darkness into light.
The showroom is designed to elevate the bicycles and display their sovereign- ty. It is a chapel for the bicycles. It offers an invitation to admire the products for their technical superiority, to inspect and touch them. All elements in the showroom and the product gallery follow the same gridlines. The combination of precision and the very technical products on display creates a clinical yet ethereal atmosphere – almost like entering a sci-fi laboratory.