US clothing retailer Levi’s has opened a pop-up commuter workspace in the hip New York district of Brooklyn to celebrate the launch of its new cycling apparel line, the self-dubbed ‘Commuter Collection’.
The hybrid store aims to target the rising numbers of busy, in-transit bike enthusiasts. In addition to bike repair and customisation services, it offers free wi-fi, working areas and a café – allowing commuters to congregate, work and socialise. The interiors boast a low-key industrial aesthetic with mobile furniture units, which can be easily relocated when the store changes into a music venue in the evenings.
Local culture also plays a significant part in the role of the store. In order to endear itself to the local community, Levi’s has partnered with Brooklyn-based cycling retailer Ride Brooklyn, as well as Bike New York – an organisation that encourages cycling – to organise bike rides and workshops. For more on retailers tapping into hyper-local communities, see Ultra-Local Initiatives Boost Allure in The Value of ‘Made In’, and also Specialise to Survive in our Future of the Store Industry Trend.
The Commuter Workspace concept will be rolled out throughout summer 2014 in two other cities – London (August 7-17) and Los Angeles (August 5-29). Both were chosen due to their high concentration of commuters.
For more examples of brands revolutionising cycling retail, see Rapha Cycle Club and Bike Shop Boom: Cycling Reimagined. See also Hybrid Retailing, Co-Creation & Experimentation and Nomadic Retailing.