United Cycling distributes and sells carefully chosen high-end brands for the bicycle market in Northern Europe. At the core of their business you find dedication to quality, craftsmanship and an ambition to move the industry forward. Their first ever flagship-store and showroom designed by Johannes Torpe Studios reflects these underlying principles. Correspondingly part of the task was to create a place for riders of all kinds to meet up and cultivate their joined passion for the sport.

Taking its starting point in the craftsmanship behind a carbon fibre bicycle, the design blends elements from the world of technology, engineering, mechanics and community. The showroom is constructed as a chapel for the bikes – a place where they are elevated and admired for their technical superiority. It is a space that displays the power of the product and invites you to inspect, touch and admire the bicycles from all sides. The open space and transparent divisions between the functions equally allows for a full overview of the world of high performance cycling – from the physical to the technical realms.

With this project we have transformed a classic old storage facility into a conceptual retail space and HQ facility that fosters knowledge, learning and innovation and perhaps even more important, inspires people to dream.