SPECIALIZED TOUR DE FRANCE POP UP

Specialized Bicycle Components

The Grand Départ in Düsseldorf, the strong German pro tour team BORA - hansgrohe on specialized bikes and the global attention on cycling, the Californians take the opportunity to experiment with an innovative retail concept: for the time before, during and after The Tour de France 2017 Specialized Bicycle Components launches a temporary shop in the heart of Düsseldorf.

The Pop-Up Store opens on May 5, 2017 and will be available for product launches, customer and dealer events as well as press events. With the concept, the brand wants to increase its visibility and achieve learning effects.

The Pop-Up Store is located near Königsallee, in the center of Düsseldorf. The popular shopping street attracts more than 10,000 visitors every day and is the focus of attention during the first two stages of the Tour de France.

The concept allows for time-consuming reconstruction work and enables Specialized to set a different focus during the existence of the shop: the starting shot on May 5 initiates the first phase. The focus is on urban cycling. Highlights are the new e-bikes of the Specialized Turbo category.

After a good month, the conversion takes place: the Grand Départ at the end of June, the shop is dedicated to racing. Visitors will get an overview of the cooperation between Specialized and Pro tour teams such as BORA - hansgrohe, Quick-Step Floors and Boels-Dolmans. Test drives, expert discussions, bikefitting, advice and identification with cycling, as well as a comprehensive insight into the Specialized World are the main focus.