MAAP opens its flagship concept store, MAAP LaB Melbourne

We're stoked to announce the opening of MAAP LaB – an experiential retail destination celebrating the kit, the city, and the progressive art of cycling, located in the beating heart of Collingwood’s cultural centre.

Australian-born label MAAP has been committed to progressing the sport of cycling since 2014, offering technical performance products with considered design aesthetics for its worldwide community of riders. Now, the company marks a bold new chapter in its continuing global expansion with the introduction of its inaugural concept store, MAAP LaB in Collingwood.

Serving the “creative athlete” by propelling cycling forwards through design and innovation is MAAP’s MO. That’s why their inaugural concept store had to be a physical distillation of all the brand stands for; cycling adventure, creative passion, raw energy, and to always “evolve the ride”. Founders Ollie Cousins and Jarrad Smith wanted to explore the path untraveled of a culturally relevant and modern hub at the heart of Melbourne.

MAAP LaB, with LaB being an acronym for the entire ethos of the project: ‘Life Around Bikes’, will be an intersection of contemporary creative culture and cycling. Great coffee, local brews, shared stories, community events and group rides will underpin the LaB experience as an inclusive space for experienced cyclists while also welcoming the next generation of riders. Collingwood’s LaB will serve as an aspirational destination, inviting anyone from the local Melburnian, Aussie out-of-towner or fleeting international traveller to experience everything that circles “the ride”.

MAAP LaB will also attend to the culturally curious through “The MAAP Edit” - a series of specialist product capsules touching on everything from grooming and fragrance to photography, music and art installations. The first Edit includes a vinyl and player from neighbourhood friends Sound Merch, skincare for pre and post riding needs from Aesop, publications by Perimeter Books and accessories from Havn.

Those in need for a little inspiration to ride, especially during these colder winter months, need look no further than the MAAP LaB events calendar. Join the mid-week MAAPacino group ride each Thursday morning for a local hit out suitable for most athletic abilities…and coffee preferences! Womxn, hosted by women for women, and Maap Mix Up’s deliver longer distance options, varied routes and new off-bike experiences on weekends.

Designed by Clare Cousins Architects, the space strikes a balance between machined precision and a material rawness synonymous with the brand’s design aesthetic. The highly considered and contemporary approach to architecture and interiors will act as an inspiring environment for anyone who enters the space.

“Occupying a new development in the ex-industrial end of Collingwood, the flagship store wilfully expresses the raw characteristics of the building’s concrete and blockwork shell. Spatially, the store’s operations are defined by a robust yet highly finished steel perimeter. Further populated by a series of objects and insertions, in collaboration with Melbourne based partners Grazia & Co and Jardan. The assemblage conveys the atmosphere of a meticulous workshop — a place in which design, performance, and cycling converge to form community.”  — Clare Cousins, CAA

“The space had to be really experiential and immersive. We see a lot of buzz and conversation going down with our online community, and we can’t wait to bring people together to meaningfully connect in a physical space. As a vibrant alt-cultural hub in its own right, Collingwood is the perfect neighbourhood to realise that vision. Our MAAP crew can’t wait to welcome everyone into the store and share our passion for cycling over a coffee or beer.” - Oliver Cousins, Co-Founder

“At MAAP, we’re obsessed with serving our riders, and now through the launch of MAAP LaB, serving our great city of Melbourne by contributing to the world-class culture that envelops us. We firmly believe MAAP belongs to us all. Melbourne LaB will be a space for anyone to meet and share their love of sport, fashion, art and of course, the gear. This will be a welcoming space for all whatever stage they are in with their cycling journey. Our expert crew will be only too happy to chat through the latest kit and the curated events we’ll have coming up in-store” - Jarrad Smith, Co-Founder

“We’re homegrown Melburnians, and we embody the city through and through. After all the rides, both figurative and real, along the MAAP journey, it feels like a full-circle moment to be opening a new flagship store in our hometown,” says Matt White, VP of Marketing.

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