Apex Rides

Case Study

The Brand: Apex Rides, the cutting-edge smart bike and app company, approached Northbanks to design and manufacture their first-ever pop-up in London’s iconic Seven Dials. To coincide with the launch of the new bike, this pop-up highlights the key pillars of forward-thinking physical retail. 

The brief: Create a space that reflects the workouts; fun, energetic and a feeling of being at the club as opposed to a spin class! 

Given just a month from brief to launch, the team quickly pulled together a scheme that answered just that. Choosing a design and materials that not only had a visual impact but could quickly be manufactured to allow the pop-up to open on time- especially important for spaces with shorter leases.

Given the high footfall and tourism in the area and with content creation and sharing such a key element of store design, the pop-up needed to allow experiential activities, workshops and customer demos. 

One aspect of the design that co-founders Charlie and Simon particularly liked is the modular nature and future-proofing, meaning that the elements and fixtures can be re-used in future campaigns, events and activations.

The standout feature for Nick, lead designer for this project, is the dynamic lighting scheme which changes throughout the day, enhancing the look during the day and creating a different moodier lighting effect for the evening.

James North, Founder of Northbanks commented “Seven Dials is such an iconic destination, creating a space that respects the heritage of the area whilst also pushing boundaries is always such a fun challenge for us. With this being our fourth project in the immediate area we’re more than confident in what we’re able to achieve. The overwhelming positive press and countless social shares make all the hard work and deadlines worth it!”