Veloretti re-opens Amsterdam brand store with a redesign by S-P-A-C-E

Bicycle brand Veloretti re-opens their Amsterdam brand store with a complete redesign that’s fit for the future. After recently releasing their first electric bikes, Veloretti collaborated with Amsterdam-based studio S-P-A-C-E on a fresh design for their brand store, inspired by their recognizable bike frames. 

The store has been completely reinvented to fit modern standards and the diverse product offering of Veloretti. With the addition of their Electric bike range, Veloretti sought to combine their playful aesthetic with a more tech approach to design. S-P-A-C-E translated this with a modern yet simple plan, using minimal geometric shapes and a focus on tactility with materials such as softwood, high gloss laminate, and travertine. 

One of the most recognizable elements of the renewed store is the tube wall, referencing the iconic bike frames from Veloretti's city bikes. To contrast the hard materials of the bikes, S-P-A-C-E has chosen a felt finish for the wall, making the tactility of both the products , and the store a recurring theme.

Quote van S-P-A-C-E/Veloretti 
A logo like a label on a tube, smart & elegant lines and great tactility and colours. Veloretti is a fashionable bicycle brand, which I wanted to emphasise in store. Where fashion brands have (stainless) steel walls and soft fabric products, I did the reverse for Veloretti.

Veloretti's Brand Store is open from Monday until Saturday for test rides, bikes and accessories. 

Team:

Designers: S-P-A-C-E

Photographer: Kasia Gatkowska