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ASSOS – First international concept store for cycle wear specialists


Luxury Swiss cycling brand ASSOS have just opened their first international concept flagship store in Regent Street, London, using an inspired new interior design concept to showcase the brand’s full range of clothing, helmets, eyewear and accessories.

According to ASSOS: “After months of preparation and four decades in the cycling industry, we are proud to launch our all-new mono-brand store on one of the world’s most prestigious shopping streets, London’s Regent Street. A ‘first’ for the UK capital and another ‘first’ for ASSOS, this innovative boutique is here to share the ASSOS experience with London cyclists.

“Building on landmark moments in our history — like creating the first carbon fibre bike and the first-ever Lycra cycling shorts — we’ve woven four decades of experience within cycling into the architecture, ambition and atmosphere of this state-of-the-art boutique for London cyclists.”

Work on the 300 sq m store commenced in January 2016 and took 11 months to complete, with Atlas Building and Refurbishment as main contractors and Ab Rogers design as creative team leaders.

Ab Rogers of Ab Rogers Design said: “The brief required that the existing ASSOS brand – as determined by its history of craft, its factory and its retail offer – be translated for the new flagship London store.

“Designed to showcase the brand’s unique range of cycle wear and accessories, our scheme was inspired by ASSOS’ passion for technology, performance and craft, and aims to replicate their incredible attention to detail.”

On entering the store, one is greeted by six revolving fibreglass hoops displaying key pieces in the current ASSOS range.

In addition, two giant rotating boards to either side of the shop entrance depict images of cyclists in ASSOS gear in various locations.

To further immerse customers in the ASSOS experience, communication towers have been installed to tell inspirational stories – from tales of the cycling heroes who have won in ASSOS cycle wear, to updates on the latest technical advances incorporated in the brand’s range.

Running across the entire width of the store, the back wall is fitted with a continuous hanging rail incorporating graphics and displaying garments in a form inspired by the famous ASSOS bike frame

Ab Rogers said: “Black steel supporting the white shelves and a black rubber floor are designed to deconstruct the black and white of the brand logo, so that customers feel as if they have stepped inside the ASSOS world.”

The store also gives customers the opportunity to try out the ASSOS range using a uniquely designed ‘elliptical’ changing room, complete with a sample of every garment in the collection. Here, customers can try out the range sitting on a racing bike, in order to help achieve the perfect fit in the saddle.

Ab Rogers concluded: “The biggest challenge of the project was creating a store that had the same level of resolution as ASSOS products – and doing so on budget and within a tight time frame.

“I consider it to be an extraordinary opportunity to create a retail showcase dedicated to such well-engineered and crafted clothing, as well as an opportunity to show the way design can affect the cycling industry in a way that has not previously been accomplished.

“The client is very pleased with the way we have created a ‘3D ambassador’ for the brand.”



ABR specialise in interior fit out and refurbishment works for clients within the retail sector. The company has been in operation since 2011 and works on a range of projects nationwide, including a new Management Suite and customer toilets for Value Retail at Bicester Village; a high-end interior fit out for Olivo Italian Restaurant in Victoria London; and the interior fit out of Altro Flooring UK’s head office reception in Letchworth.

Most recently, ABR was assigned as principal contractor for the internal fit out of Assos. Working closely with ARD Design, ABR’s management team took the initial design concept and developed it with the aid of their specialist suppliers to meet their client’s requirements.

Scott Guest, Managing Director for ABR, said:

“Being involved in the Assos project was important for ABR as it was their first flagship store in the UK. We are proud to have been a part of such a high profile project, whilst maintaining the long standing relationship we have with ARD Design as their preferred contractor.”

Scott added:

“We pride ourselves in our attention to detail, hard work and commitment to every project we work on, and are proud of our achievements to date, producing high quality finishes on a repeat basis for longstanding clients.”

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