Amsterdam-founded bicycle brand Veloretti has reopened its brand store with a fresh new interior by design studio S-P-A-C-E Projects.
One of the most recognisable elements of the renewed store is the tube wall, which takes inspiration from Veloretti’s iconic bike frames. To contrast the hard materials of the bikes, Veloretti went for a felt finish for the walls; ultimately making the tactility of both the products and the store a recurring theme.
For me, Veloretti is the most fashionable bicycle brand, which I wanted to emphasise in-store. Where fashion brands have stainless steel walls and soft fabric products, I did the reverse for Veloretti.Pepijn Smit, founder of S-P-A-C-E-S
The Veloretti brand store is open every day to test-ride the bikes. Customers can also purchase the Tricycles and Mini bikes plus accessories such as helmets, bells and carriers in-store.