Existing originally only in cyberspace a motorcycle equipment store took a next logical step and presented itself to the real world, thanks to Bad Reputation. Physical presence allowed the brand to became more tangible, accessible and form strong emotional connections with their customers. We designed a space that underscored the values most important to the brand: freedom, independence and unique attitude. BikerStore's flagship store in Moscow is their first retail space in Russia, a modern and welcoming location reflecting on everything "moto" but indirectly. We were given an open brief and took inspiration from the modern city life, buildings and underpasses. «Nothing traditional, everything modern» was the guiding principle behind the design. Concrete, natural wood, ceramic tiles, profile metal and metal grid were used for finishing. Preexisting concrete flooring tiles were used as an advantage and left as they were, fitting the design quite well, bringing in additional charm and character. Gray and orange in equipment colors are well balanced, create a technological feeling and can be freely used in the many elements of that interior. Bespoke equipment and items can serve multiple purposes. All shelves have adjustable height and depending on incoming merchandise mix can easily be swapped for hooks with cloth hangers. We experimented with various materials to create unique and functional furniture pieces. For instance, the metal mesh use was thoroughly unusual: as a frame for the couch, whilst concrete building blocks were used as a table base. Unified graphic design complements the general design and allows the delivery of messages via slogans and calls to action. All of that helps to maintain a cohesive experience, creating the right mood and emotional feedback from shoppers and visitors.