MAAP Opens New LaB Retail Concept Store In Amsterdam
MAAP LaB Amsterdam is the brand's first concept store outside of Melbourne
7th March 2023, Amsterdam - Melbourne-based cycling apparel brand MAAP has opened the doors to its first retail concept store in Europe, with the new MAAP LaB Amsterdam. Following the success of the brand’s flagship store in Melbourne, the new Amsterdam LaB will connect MAAP's premium cycling and streetwear apparel to the city’s community and thriving creative culture.
The LaB concept, which embodies a spirit of living a ‘Life Around Bikes’, is one that MAAP aims to roll out key locations around the world. Each LaB is led by a core design language, whilst remaining unique in its own right, a reflection of its surrounding environment, offering an experience that's completely unique to the pace and perspective of the local community.
Oliver Cousins, MAAP Co-Founder, commented on the new LaB opening in Amsterdam: “We’re excited to be opening the doors to our first European LaB store. When originally building the blueprint for what we wanted MAAP LaBs to look like around the world, Amsterdam was one of the prime spots identified where cycling and the surrounding city culture combined seamlessly. A perfect fit for what we’re looking to embody with each LaB store, connecting cycling culture with the community.”
The new LaB store reinforces MAAP's commitment to connecting cycling and creativity, continuing to expand the brand beyond its eCommerce roots through enduring brick and mortar experiences in hand-picked local communities. MAAP’s concept breaks away from the traditional retail model, favouring rich connections between brand and consumers through in-person activations, growing community and providing experiences.
The prime urban location features a cafe alongside the retail and events’ space to connect with an already cycling-rich environment, one that’s able to play host to ride outs, cross-industry collaborations and much more alongside the apparel for which MAAP is renowned. Alongside this will sit the MAAP Edit - a series of specialist products from local producers touching on everything from photography, music and art installations.
Leading the internal design of the LaB is the renowned London-based design and architectural consultancy Brinkworth. The agency has worked on bringing MAAP’s bold application of colour and texture in their apparel to life across the design throughout the 100 sq. m space. By combining thoughtfully chosen sculptural elements - a powder coated steel staircase, contoured timber veneer, and a yellow marble counter - with contrasting materials including galvanised steel, white sand, cork and sandstone, the space achieves a rich, sophisticated aesthetic.
The new MAAP LaB is located at Reestraat 9, 1016 DM Amsterdam and is open daily from 10AM-6PM. A series of rides and events to celebrate the new opening will be communicated from the store’s channels.
A selection of initial store imagery can be found here. Further images available upon request.
If you’re interested in speaking with MAAP, please contact Chris Terry using the details below.
Chris Terry
About MAAP
MAAP was established in 2014 to develop the art and progression of cycling through a considered approach to style, innovation and performance. With a fresh blend of bold patterns and technically advanced performance fabrications, MAAP’s products are designed for a global community of cyclists pushing their training, racing and adventuring to ever greater levels.