Entering the new Velorution store in London is like immersing yourself in a fashion showcase only suitable for cyclists. Its white surfaces highlight the elegant jackets, boots and cycling shoes and its shelves display, in absolute order, its leather and fabric bags and its stylish wicker baskets. Dozens of handlebars are displayed on one of the shelves, while on another, the striking colors of the brooks saddles stand out against the white wall. An oak table serves to display the different frames, pedals, tires and fenders that can be chosen when customizing each two-wheeler. and the bikes, most urban style, they are carefully placed on mobile platforms. Everything is in perfect order and balance.
Located a few steps from the oxford circus station (93 Great Portland Street; 00 44 0 20 7637 4004) , is home to this glamorous two-story shop filled with bikes, components, accessories and even a bike shop. Total, more than 450 square meters in whose interior a minimalist design is breathed where white surfaces, combined with oak furniture, offer a pleasant and welcoming sensation of clean and natural spaces, where the neutral background predisposes the products to the foreground.
And it is that Velorution does not seek to be just a bicycle shop, but a space for discussion and presentation of topics related to cycling in the city. As Henny van Nistelrooy, designer in charge of the renovation of the new Velorution store, explains, “The interior concept translates Velorution's brand identity as established in its web presence. The breadth of the store and the furnishings, made with mobile units, are easily adapted to the different needs that may arise around two wheels: exhibitions and product launches, video presentations, etc. Platforms where bikers are exposed can even serve as a catwalk for cycling fashion shows ".
Velorution, a group that promotes elegance and style on pedals in London, boasts of having the widest variety of Dutch-style bikes in the entire city . For this reason, it is easy to find beautiful bicycles from brands such as Goshawk, Retrovelo (£1,200)
For the Velorution team, the perfect bicycle to pedal through a city like London are those of the line Scorcher. “The bike must be easy to handle on star streets and robust enough to pedal through bumpy places. It must be safe, strong, comfortable and efficient, while at the same time slim and elegant. Lights and fenders should please the eye rather than ruin the aesthetics of the bike ”.
In Velorution we can also find folding bicycles of great quality and different prices, perfect to combine with the train or the bus: Brompton (£900) ).
The owner, Andrea Casalotti, and a professional team of nine people cater to all the needs of London cyclists in this innovative shop that opens its doors from Monday to Friday from 8:30 a.m. to 6:45 p.m. and Saturdays from 10:30 a.m. to 6:30 p.m..
