A concept store for bike enthusiasts of the high-performance bicycle brand Standert.

In the Kreuzberg part of Friedrichstraße, between Jewish Museum and new TAZ building, a central part of Berlin is undergoing urban change. One of the most interesting concepts in this area is the atelier building Frizz23, a new project by Deadline Architects that unites artists, creative industries and education in one place. Hidden Fortress has designed a flagship store for Standert Bicycles on the ground floor of the central building in section B.

The aims of the spatial design concept were tuning in with the existing building, creating different functional zones, putting a special focus on the bikes and taking into account the rather narrow budget.

To achieve this, Hidden Fortress worked with the resources of the open space: 4m high walls of exposed concrete, fully glazed window fronts, in front and back of the building, and a floor of sealed concrete screed. In contrast, tailor-made elements, based on mass-produced articles and semi-finished products, were created to structure the space. Door reinforcement profiles were converted into bicycle racks and clothes rails, storage shelves were pimped to form dividing elements in the room, perforated sheets and fluorescent tubes from the DIY store were joined together to form space-creating surfaces.

The room is divided into different zones which merge seamlessly into one another. In addition to the actual exhibition area for the racing bikes, the coffee counter and cash desk, riders’ area, fitting area and workshop are integrated into an open room structure. A second level above the workshop creates additional storage space.

The result is a room that celebrates the seemingly ordinary in the style of the brand name - and on closer inspection, it comes up with unusual and surprising details.