Selfridges has transformed its iconic Corner Shop into a cyclist’s paradise featuring all the latest and greatest two-wheelers.
Created in partnership with Smartech, the pop-up overlooks one of the busiest streets in London and is open until August 16. The immersive space is packed with futuristic, experiential tech yet still has all the charm of a vintage bike shop.
For the next two weeks, it will showcase some of the most innovative bikes and cycling equipment on the market today including the MATE X. 20” wheels with ultra-wide rims, partnered with all-terrain fat tires, provide ultimate comfort as well as improved control and handling. Foldable in 3 easy steps to take anywhere. Take it on the train, stash it under your desk, toss it in the car.
There’s even adult- and child-sized penny-farthings up for grabs. Of course, the shop has plenty of activewear and accessories if you already have your bike and just need to pick up a new helmet or facemask.
The ever-changing Corner Shop has previously collaborated with an array of big-name luxury labels, like Burberry and Gucci, and it recently housed the coveted Air Dior. But, this could be its most popular pop-up yet as e-bike craze continues to spread throughout the world. In fact, the Brits have bought some 1.3 million bikes during the lockdown, and that was prior to the launch of this store.
“There couldn’t be a better time to open The Bike Shop at Selfridges,” said Rob Smith, head of partnerships at Smartech. “As we emerge from lockdown, we’ve seen an increased focus on health and wellness, looking after the environment and, most importantly, safety. E-bikes speak to all these concerns, and customers can expect to find the ultimate edit of the most innovative brands of tomorrow, today.”