Melbourne-based cycling apparel brand MAAP has opened its newest Life around Bikes (LaB) concept store in London, UK.
Located in Soho at 29 Great Pulteney Street, London W1F 9NN, the 140 square metre single-floor space represents the brand’s first retail location in the UK and its 11th concept store internationally.
The concept store model, which debuted in Melbourne in 2022 before expanding to cities such as Berlin, Sydney and Los Angeles, CA, combines retail with community-focused programming. The location will host community rides, talks, and events for local cyclists. Following a soft launch in early September 2026, the official opening event is scheduled for October 10, 2026.
Jarrad Smith, Co-Founder at MAAP, said “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.”
Designed in partnership with Clare Cousins Architects, the store features cobbled stone flooring reflecting local Soho streets and European spring classic race routes. The interior incorporates stainless steel, aluminium, vibrant green accents, and a curved steel wall designed to mimic the visual movement of a passing peloton.
Oliver Duff, Director of Architecture at Clare Cousins Architects, said “The London LaB furthers the evolution of the LaB design language. Each site is distinct and uniquely shaped by its context, while remaining in conversation with its counterparts globally. Soho’s architectural textures provided a rich palette to blend MAAP’s refined visual identity with the historic character of the neighbourhood.”
Established in 2014, MAAP produces performance cycling apparel and accessories for road, gravel, and commuter cycling discipline markets internationally.
