MAAP unveils an experiential concept store in Melbourne


Australian cycling clothing brand 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 high-end cycling apparel and accessories, as well as items for cyclists such as fragrances, skin care and grooming products, and books.

The first collection includes a vinyl and player from Sound Merch, skin care for before and after driving needs from Aesop, and accessories from Havn.

The development includes a cafe, workshop and an in-house team of experts to help cyclists with questions. 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 concrete and cinder block envelope of the former commercial building.

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

Image source: provided
Image source: provided

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

“Melbourne Lab will be a space where everyone can meet and share their love of sport, fashion, art and of course, equipment.”

Matt White, vice president of marketing, said the MAAP store opening felt like a “full loop moment” for the team and Melbournens “after all the rides, both figurative and real”, throughout along the journey. “We are hometown Melburnians and we embody the city through and through.”


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