Pinarello, London

The brief:

Prestigious Italian bicycle manufacturer Pinarello requested MPL’s help refitting its London store on Regent Street. The aim was to create a stunning flagship premises that would become the pinnacle of the brand in the UK. The client used the nearby SMEG showroom as a benchmark, determined to emulate the quality finish and meticulous craftsmanship. There was also a request to rework the floorspace to maximise product display and merchandise opportunities.

Our approach:

The client’s vision led to our decision to strip back almost all of the original elements in this central London retail store, removing a false wall and creating enough room for a reception desk. We then worked closely with the client, including the Italian brand guardians, to replan the space to include five critical areas:

• Bike fit studio: including a new desk area, wall-mounted TV screen and bike fit jig
• My Way: customisation area with new desk, chairs, bike plinth and display unit
• Merchandise corner: with bespoke freestanding display for Pinarello goods, a concession area for high performance cycling clothing brand, Q36.5, and a changing room
• Reception: with bespoke freestanding reception desk and feature lighting above
• Display front-of-house: with freestanding bike displays, wall-mounted bike frames and overhead feature lighting

Monochrome, with a twist

It was important to create an aesthetic backdrop that not only fitted with the Pinarello brand but was muted enough to let the cycles become the star of the show. A matt black finish was chosen for the open plenum ceiling and the three-quarter height wall panelling. This was complemented with polished plaster to the upper quarter of the walls and structural columns, with a commercial-grade luxury vinyl floorcovering in soft grey.

On display

Our focus turned to the bespoke, high-end joinery needed to securely and stylishly display the Pinarello cycles. Every bike plinth was designed and custom made for this project, with many of the plinths featuring internal illumination. Our fitters carefully installed the bespoke Pinarello bike supports and frame hooks and meticulously erased any evidence of installation.

MPL also created a new merchandise corner by relocating the old workshop into the basement. The starting point was the design, build and installation of a custom-designed freestanding display unit, combining push-catch draws, open shelving and an internally illuminated, glass-fronted display cabinet. Complementing this are hook and shelving wall display areas for both Pinarello and Q36.5 merchandise.

Light it up

Lighting this premises took careful planning. As well as balancing out the black ceiling and monochrome aesthetic, we needed to ensure the focus fell on the products. A combination of track-mounted spotlights, linear lights and LED plinth lights - all in cool white - combine to dramatically draw attention to the cycles and frames. The suspended chevron LED lights that run from the entrance to the ‘hero’ bike display have, however, become the client’s favourite aspect. Together, the after-dark impact is one truly worthy of a luxury product.

Additional elements

MPL supplied and installed a 55” smart TV to the My Way area, stripped out and refitted the new basement bike workshop, installed required partitioning, skirting boards and recessed TV wall, updated and repositioned electrics, where required, and made good throughout.