Specialized and ONE Group Retail Experience enliven Cycling Hub in CBD Sydney

Posted: 25th October 2012

Source: Press Release

Media release for immediate distribution

A historical building on Clarence St in Sydney has been transformed into the ultimate two-level haven for cycling enthusiasts. Specialized, the global retailer of road, mountain and children’s bikes has created an impressive showcase of their extraordinary range of bikes, services and cycling components.

A significant draw card for the cycling community, the new Specialized concept store has become the central hub of the Specialized network of dealers in and around the Greater Sydney area. The features of the store include a mechanics workshop ‘on display’ behind glazing, the Specialized Body Geometry Fit Studio, an Ergo training room and a full range of bikes available for everyone to experience on the shop floor.

When developing this ambitious project, the Specialized Retail Services Department appointed ONE Group Retail Experience to fulfil the fitout and project management role. Hannah Ferens, Specialized Retail Services Project Manager knew to get the result they were seeking; they needed to work with a partner they could trust. Having worked successfully together on other Specialized stores in Sydney, it was a clear choice.

“There was no need to go through a tender process; we knew ONE Group could deliver this project and meet our very high expectations, as they have done numerous times before.

“Our endeavour was to make the most of the great bones of the 400sqm property and to emphasise its heritage features whilst bringing warmth to the space. We felt that in this atmosphere the Specialized values to be authentic and approachable to all riders would be best presented,” said Ms Ferens.

ONE Group were critical to the realisation of the dream and worked within the confines of the heritage-listed property with care, using top quality materials to draw out the character of the building.

Fitting out a store in a heritage building in the centre of the financial district does not come without challenges. Permits and council regulations tested the team but they were quickly overcome through open-minded communication between ONE Group and the Specialized team.

The original timber features were restored and brick archways were tediously uncovered by the ONE Group team who chipped back layers of paint to reveal and protect their original splendour.

Specialized’s design pushed the boundaries of what is the norm by integrating a multitude of components to create a world-class store, servicing customers from all levels in the cycling fraternity. Children’s bikes are positioned in large colourful boxes and installed on angles in the archways to draw the eyes up the grand staircase. Upstairs the Specialized branded Body Geometry Fit studio utilises the space available to fit riders using a specific and tailored program renowned in cycling circles.

Framed photographs of shop owner Mark Newton working with the famous and infamous in the cycling world are laid around the store creating intriguing features that draw you into the different areas of the premises. Timber finishes, leafy pot plants and neatly presented merchandise make for an inviting and comfortable space regardless of your cycling experience level.

The Service Centre on the ground level is positioned behind a glazed window and doors, a transparency rarely found in bicycle stores, that allows riders to view the mechanics at work; a spectacle usually reserved for hidden basements or a workshop ‘out the back’.

The Specialized brand colour, red, is cleverly used throughout, highlighting the exceptional or more exclusive features such as the ‘S-Works range’; the pinnacle of the Specialized brand. This is a characteristic of the Specialized retail experience in all concept stores across the globe.

David Votava, Retail Services Manager wanted the store to be unique to its location and country, but also hint at the global connection to the brand.

“We want every rider to be able to experience the products we have at Specialized because we love bikes and love riding and want to share that passion with our customers – we place our product in a retail space to provide an immediacy and tactility unavailable via the internet.”

The Specialized team lent on ONE Group’s knowledge of how to use the space to bring a fresh and exciting store to the city of Sydney.

“ONE Group are an extremely dedicated team who were professional and committed from concept to completion of this store. As a client we can be demanding at times, so the highly collaborative relationship with the ONE Group team is important to us. We appreciated ONE Group’s personable team and their eye for quality and success – these are important traits that our two companies share. The enjoyment in completing this project with ONE Group has been evident in our success.

Working with passionate people makes the difference for us. ONE Group delivered an exceptional result diligently and timely, allowing us to have a completed store ready to throw open the doors and trade on time.

“We have no hesitation in continuing our relationship with ONE Group,” said Ms Ferens.

-ends-

Notes to editors:

Location: Jet Cycles, 80 Clarence St, Sydney, owned by Mark Newton
Design: Specialized Retail Services Department
Shopfitter: ONE Group Retail Experience
Project Management: ONE Group Retail Experience
Size of project: 400 sq m
For more information on Specialized visit: www.specialized.com
For more information on ONEGroup Retail Experience visit: www.onegroupretail.com.au
High resolution images are available on request.