Apex Rides, the cutting-edge smart bike and app company, partnered with Northbanks Design to bring their first-ever physical retail manifestation to life.
The
Challenge
Apex Rides, the cutting-edge smart bike and app company, partnered with Northbanks Design to bring their first-ever physical retail manifestation to life in London’s iconic Seven Dials. This project coincided with the launch of Apex Rides’ new bike and sought to showcase the key pillars of modern, experiential retail.
Apex Rides presented a clear and ambitious brief: create an engaging space that mirrors the brand’s workouts – fun, high-energy, and immersive, akin to a night at the club rather than a traditional spin class. The challenge was further amplified by a tight one-month timeline from concept to launch.
- Full Turnkey Flagship store
- Concept Design & development
- Technical Design & Engineering
- Manufacture
- Project Management
- Fit-out
our approach
Northbanks responded with a bold, visually impactful design using materials that balanced aesthetics with quick manufacturability. Given the high footfall of Seven Dials and the importance of content creation in today’s retail landscape, the pop-up was designed to encourage experiential interactions, workshops, and live demonstrations.
- Concept Design & Development – Crafting a fun, high-energy and immersive environment.
- Technical Design & Engineering – Ensuring structural integrity, functionality, and attention to detail.
- Manufacture – Producing high-quality, custom fixtures and finishes for a high foot fall.
- Fit-Out – Executing a seamless installation, bringing all design elements together.
The
Solution
A key element of the design was modularity—ensuring that fixtures and features could be repurposed for future campaigns, making the project both sustainable and cost-effective. This future-proofing approach was particularly appreciated by Apex Rides’ co-founders, Charlie and Simon.
- Experiential elements – The design encouraged customer engagement through interactive demos, workshops and social media friendly moments, ensuring maximum exposure and brand interaction.
- Dynamic lighting – We introduced a lighting scheme that evolves throughout the day. The space transitions from a bright, energetic atmosphere during the daytime, to a moody, immersive ambience in the evening, reinforcing the brand’s dynamic identity.
- Heritage meets innovation – By respecting the character of Seven Dials while pushing the boundaries of modern retail, Northbanks successfully blended tradition with contemporary brand expression.
The
Result
The project was a resounding success, garnering widespread positive press and significant social media traction. Reflecting on the achievement, James North, Founder of Northbanks, stated:
“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!”
Through strategic design, seamless execution, and a deep understanding of brand storytelling, Northbanks helped Apex Rides create a truly standout retail experience, reinforcing its position as a leader in the fitness-tech space.
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