High-quality bikes that perfectly fuse design with utility: for over 30 years now GIANT has been getting right to the heart of a constantly growing lifestyle following. This attitude to life is now also reflected by the newly launched Shop concept developed by Marcel Hollenberg (GIANT Bikes) in cooperation with The Store Designers® from Cologne. Mid April saw the first Shop-in-Shop open in Mannheim and Hoffmann Ladenbau was commissioned with its realization.

Because essentials are what count here: the fascination with cycling. The functional furniture concept is deliberately contained thereby providing ideal prerequisites for a focused product presentation. The concept is based on white pedestals either rectangular or square in shape which can be varied in line with the floor plan. The clear structures of the pedestals is interspersed with colour accents – each colour symbolising one of the GIANT product groups: Off-Road, X-Road, On-Road, Hybrid and Gear. The latter is displayed with the help of T-shaped display fixtures. The aluminium track system used here makes for a flexible arrangement of bike accessory displays. Selected products such as the Hybrid series, for instance, are staged by means of special furniture modules. Wall screens with X-large logo motifs, digital picture frames screening product information and campaign visuals as well as seating in the “product colour” green create the perfect setting here.

Lozenge banners feature dynamic lifestyle photos from the bike scene thereby underlining the company’s core competence – sports. Further details on the bikes are relayed to shoppers via showcases recessed into the pedestal in front of each goods display. And to ensure the GIANT shop-in-shop can already be identified from afar, a banner suspended from the ceiling draws attention to the El Dorado for bikers.