Located in De Pijp, an emerging neighbourhood in Amsterdam lined with various quaint eateries and new independent boutiques, bicycle brand Veloretti renovates its only retail space in collaboration with local architecture studio S-P-A-C-E.
Occupying an extended ground floor corner unit of a late 90s residential building, the design effortlessly displays the brand’s image and its wide range of products. The renovation comprised levelling up the store to modern standards and rebranding itself in a new light.
With their newly launched electric bike collection, the design seeks to incorporate a playful tone with a more technological approach towards design. Materials like softwood, high gloss laminate and travertine define the material palette along with simple geometric shapes and minimal design.
The most appealing part of the redesign is the tube wall, highlighting the iconic bike frames from Veloretti’s city bikes. Covered in a felt finish, the wall sits in contrast to the hard materials of the bikes, resulting in a consistent tactility amongst the products and the design elements.
Thus, the hip design revamps the brand’s image, giving it a fresh and contemporary look at par with the neighbourhood’s flurry.
