Melbourne-based cycling apparel brand MAAP has opened its latest LaB retail concept store in Berlin, Germany. The second European store and sixth worldwide marks the continuation of MAAP’s retail footprint expansion.
MAAP’s LaB or ‘Life around Bikes’ retail store concept aims to foster community engagement. Like other LaBs around the world, the Berlin store is tailored to its surroundings while sharing a consistent MAAP branded design theme.
MAAP adds that… ‘The Berlin LaB is a dynamic communal space for cyclists, celebrating the culture, art and innovation of the sport of cycling. A hub for everything from events and group rides to in-store activations and exclusive kit drops, all thoughtfully curated to reflect the culture and vibrancy of the local Berlin cycling community.’
The flagship MAAP LaB opened in Melbourne in 2022, with the concept arriving in Europe in Amsterdam earlier in 2024. Since then, three more stores have been opened in the APAC region, firstly Seoul, then Singapore and Hong Kong, with Taipei opening its doors before the end of the year.
With its Berlin store MAAP is reaffirming its commitment to the European market. For MAAP, physical retail expansion presents an opportunity to connect with riders and communities in ways that wouldn’t otherwise be possible in the digital realm.
MAAP co-founder Oliver Cousins said “Berlin is a city renowned for its thriving creative communities and increasingly as a city with a rich cycling culture, so when we were looking for our second European location it was top of our list.
“The LaB concept is all about building real life connections with the cycling and creative communities in a way that reflects each location’s local identity. In a city like Berlin with such abundant creativity we know that those connections are going to foster some incredible results.
“Acting as a hub for group rides, events and collaborations with local brands, we’re aiming for our Berlin LaB to become a key reference point in the city’s cycling and creative stories.”
