Equip yourself
Bike Eqpe
Retail concept
Spatial brand experience
NORD ID was tasked to create a new store concept for Bike EQPE, a bike shop in Sigtuna near Stockholm. The dual challenge: to stay within budget and a tight schedule. EQPE 's team wanted the store to reflect their commitment to high-level maintenance, befitting the premium cost of their bikes. The resulting store concept combines robust materials, evoking engineering workshops, with a serene ambiance that highlights the bikes' refined quality.
The concept and layout
The store's "airy" atmosphere is enhanced by its impressive 8-meter-high ceiling. A key aspect of our concept was to creatively leverage this vertical space by suspending objects and using functional hanging dividers to segment the elongated layout into distinct sections.
The floor plan revolves around long podiums in the store's center, creating a "runway" to highlight hero bikes. Distinctive yellow lashing straps suspend objects and convey information, visually aligning with the brand's signature color and reinforcing its identity.
Display units
While hero bikes take center stage on the podium and front window to draw immediate attention, secondary bikes are wall-mounted at various heights on metal large pinboards, secured with yellow straps to wooden shelves. Clothing is displayed on a movable, wheel-based, light wood rack. The yellow straps also hang from the ceiling rig to support the hanging dividers for partitioning the store. This versatile arrangement adapts easily to the store's changing needs across seasons.
The workshop
Another key aspect was emphasizing the store's "heart" – the workshop. Located at the store's end behind sliding glass doors, it allows visitors to watch and engage in conversation with mechanics. A practical stainless-steel washing unit is positioned at the workshop's front. In the back, the depth of bicycle knowledge comes to life.
