The Cycle Shop - Accessories Capsule and store concept

The Cycle Shop at our flagship Country Road store in Melbourne, Australia was conceived on a trip to Paris. The head of men's apparel and I both share a love of unique bicycle design, and a conversation about my old vintage Bianchi Pista sparked the cycle shop. 

For this concept, we partnered with Tokyo Bikes, and created a site-specific installation which housed a special accessories edit specifically for the concept. The bikes and helmuts were available to order on location. Our VM team seamlessly delivered our concept to store, whcih resulted in double-digit sale increase for this location along with great media and press. 

It great union of Accessories, Apparel, VM and a strong store concept!