MAAP unveils experiential concept store in Melbourne


Australian cycling apparel label MAAP has opened its first flagship concept store in Collingwood, Melbourne.

Dubbed ‘MAAP Lab’ the store acts as an inclusive space for experienced cyclists and cycling enthusiasts to come together as a community, as well as selling premium cycling apparel and accessories, along with cyclist-oriented items such as fragrances, skincare and grooming products, and books.

The first collection includes vinyl and player from Sound Merch, skincare for pre- and post-riding needs from Aesop, and accessories from Havn. 

The development includes a coffee shop, workshop and an in-house team of experts to assist cyclists with their queries. It was designed by Clare Cousins Architects.

The store is located in the former industrial area of Collingwood, so the design makes the most of the former commercial building’s concrete and blockwork shell.

“The assemblage conveys the atmosphere of a meticulous workshop – a place in which design, performance, and cycling converge to form a community,” said Cousins.

Image source: Supplied
Image source: Supplied

Jarrad Smith, a co-founder of MAAP, said the store aims to be a welcoming space for everyone interested in cycling, no matter what stage they are at on their cycling journey.

“Melbourne Lab will be a space for anyone to meet and share their love of sport, fashion, art and of course, the gear.”

Matt White, VP of marketing, said the opening of the MAAP store feels like a “full-circle moment” for the team and Melbournians “after all the rides, both figurative and real,” along the journey. “We’re homegrown Melburnians, and we embody the city through and through.”



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