German cycling specialist Rose Biketown has just staged the official reopening of its flagship store in Bocholt in the northwest of the country.
Work on refurbishing the store started last September and, like its sister store in Munich, the makeover is a thing of beauty.
The new-look shop has a smooth, faux-tarmac road, a series of screens which shoppers can use to design their own bikes and an open-plan layout that allows visitors to stand on the upper levels and peer down at the rest of the interior.
The shop has been divided into a series of zones with areas for triathlon, electric bikes and road bikes, among others.
However pride of place has to go to the mountain bike display, where the vehicles are positioned on a curving wooden walkway, while overhead an internally-lit beacon draws the shopper’s eye from across the floor. The graphics inside show bikers in action and demand attention.
The Rose Biketown flagship is about stretching the boundaries of an already fairly sophisticated part of retail and coming up with something new.
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