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Bike Hub
Info
Bike Hub - Santa Cruz Bikes
Concept Ideation • 3D Design Development • 3D Visualisation • Spatial Planning • Material & Finish Specification • Brand Storytelling
Self-initiated Concept
Brand: Santa Cruz Bikes
Year: 2024
The Concept
A self-initiated exploration of what next-generation retail could look like for Santa Cruz Bikes - a brand with a passionate community and strong cultural identity that its physical retail rarely reflects. The internal brief: turn a bike store from a transactional space into a genuine brand destination.
The Challenge
Traditional bike retail prioritises product density over experience - bikes wall to wall, accessories stacked high. The opportunity was to design around the rider, not the product, balancing commercial needs (display, stock, purchase journey) against the warmth and community feel that makes people want to stay.
The Design
The store is reframed as a brand hub built on three pillars - innovation, education, and community - with zones guiding visitors from product discovery through technical education to community gathering space. A modern industrial material palette - satin metal, cool stone, considered lighting - gives it the feel of a high-end tech studio rather than a shop floor, with the floor plan resolved to a technical level.
My Role
Sole designer across the full project - from initial concept ideation and creative direction through to 3D design development, visualisation, spatial planning, material and finish specification, and technical development. The floor plan shown represents the project developed to a level of detail suitable for client presentation or contractor handover.
Why This Project
Speculative work at this level demonstrates the ability to self-direct, identify a creative opportunity, and develop it through to a resolved conclusion - without a client holding the brief.
