NordId was asked to make a store concept for a new bicycle shop called EQPE, located in Sigtuna outside Stockholm. The task was to make something with a low budget and in a short amount of time. Yet in sophisticated way as many of the bikes carry a high price tag. Even more so, as the two entrepreneurs behind EQPE offer a high service level that they wanted to be visualized and felt.
The store concept is inspired from the materials found in engineering workshops but with a tranquil twist.
The concept and layout
The store has a very “airy” feel due to the high ceiling of 8 meter. One key element of the concept is to work with the height in different ways e.g. hang objects or divide the long layout in different cells with hanging walls. By using yellow lashing straps to hang objects (and communication) the visual impact has a connection to the brand id colour.
The floor plan is based upon long podiums placed in the centre of the store, a “runway”, to focus on hero products. The walls around has large metal pinboards that displays the bikes in different heights.
The hero bikes are displayed on the long podium (and in the front window), the secondary bikes are hanged on walls, displayed on metal pinboards. A yellow strap holds the bike on a wooden shelf. Clothes are displayed on a moveable rack in light wood. The yellow straps are also found hanging in the ceiling from a rig. The rig can also be used to divide the long room into several smaller. All together the display units creates a very flexible solution for the store throughout the different seasons.
Another key element in the store layout is to enhance the ”heart” of the store – the workshop. In the back office all the knowledge there is about bicycles come alive. The workshop is placed at the end of the store behind sliding glass doors. The visitors can watch and have a chat with the mechanics. In the front view of the workshop there is a washing unit in stainless steel.