Handsome was a manufacturer moving from a wholesale-only warehouse space, and their only advertisement was a yearly catalog and their reputation among hardcore bikers. In their newly elevated endeavor, they needed a voice, a platform for their brand to stand on. This retail space gave them that outlet.
In this biking-est city, people were hard-pressed to find clothing or goods that were not plastered with logos or made of neoprene/spandex. Handsome was looking to remedy this by opening the first bicycle-based lifestyle store.
We worked closely with the client in developing a floor plan and picking/building fixtures. We knew they needed an ideal situation to both build their bikes and house the soft goods and apparel.
Décor, materials, layout and filtering were all developed around the Handsome attitude and aesthetic. We utilized salvaged and raw materials to carve out and create this space for them.
The store has started to take on a life of its own. The hardcore bikers that frequent the store oftentimes help in the selling process. This makes the store less intimidating than many others out there and it gives Handsome a leg up in the ever-growing bike community in Minneapolis.
