Melbourne-based cycling and lifestyle apparel brand MAAP has opened the doors to its latest Life around Bikes (LaB) concept store, MAAP LaB London. Located in the heart of Soho at 29 Great Pulteney Street, a destination that the brand says has been the canvas for London’s artistic and creative culture for generations.
The London LaB is the brand’s 11th store globally and sits “at the intersection of contemporary creative culture and cycling,” according to MAAP. The store continues MAAP’s history of embedding itself in culturally significant cities around the globe.
From its debut in MAAP’s hometown of Melbourne in 2022 and subsequent expansion to cities worldwide including Berlin, Sydney and LA, the LaB concept has been continually refined to “transcend the typical retail offering.” According to the brand, the MAAP LaBs offer local riders the opportunity to come together in spaces that facilitate meaningful interactions and celebrate the progression of cycling culture through talks, activations and community rides.
Jarrad Smith, MAAP Co-Founder, commented:
“Reaching our 11th LaB globally and opening our very first UK store in London is a massive milestone for MAAP. Soho has an incredible legacy of creativity and community, making it the ideal setting for our ‘Life around Bikes’ ethos. We’re excited to create a home for London’s cyclists that connects culture, design, and riding.”
The London LaB follows MAAP’s global blueprint of functional, adaptable spaces that combine the brand’s signature aesthetic and premium design. Subtle nods to the city’s architectural history give the space a distinct local character.
Designed alongside MAAP by the renowned team at Clare Cousins Architects, the London LaB features a cobbled stone floor that reflects the Soho streets it calls home while referencing the one-day Classics that form part of cycling’s rich heritage. Stainless steel and aluminium, materials drawn from the precision engineering of the bicycle itself, are set against flashes of vivid green, their refined finish contrasting with the floor’s texture and irregularity. Movement is introduced through a curved steel wall, catching the store in a blur of reflections that recalls the peloton in motion.
Oliver Duff, Director of Architecture at Clare Cousins Architects, added:
The MAAP LaB London soft-launched in early September, with the official launch taking place on October 10th, marked by a series of events, ride-outs, and in-store activations.
MAAP LaB London Info
Address – 29 Great Pulteney Street, London, W1F 9NN
Space – 140 sqm footprint, one floor
