Insight & Challenge
Specialized set out to change the retail experience for cyclists. In the cycling industry, where customers spend significant time in the store, Specialized Concept Stores needed reimagined environment design, visual merchandising, premium fixtures, product displays, custom graphics and advertising campaigns. One of the biggest challenges was creating an experience that truly separated Specialized from other bike shops, without feeling like a corporate takeover.
Strategy & Concept:
Specialized is built on the foundation of, "Innovate Or Die." It bleeds through every bike and product they design. We applied that same ethos to the Concept Stores, from the holistic customer experience, down through each design element, color, material and finish. Our goal was to excite and impress everyone who came in, expressing the brand's passion and also sway cyclists who rode other brands, over to Specialized.
