Melbourne-based premium cycling and lifestyle apparel brand MAAP has opened the doors to its latest Life around Bikes (LaB) concept store, MAAP LaB London.
Located in the heart of Soho at 29 Great Pulteney Street, it is a destination that has been the canvas for London’s artistic and creative culture for generations.
The London LaB is the brand’s 11th store globally and the latest to embody the brand’s commitment to fostering deeper connections with cycling communities worldwide. Sitting at the intersection of contemporary creative culture and cycling, the store continues MAAP’s history of embedding itself in culturally significant cities around the globe.
From its debut in MAAP’s hometown of Melbourne in 2022 and subsequent expansion to cities worldwide including Berlin, Sydney and LA, the LaB concept has been continually refined to transcend the typical retail offering. With MAAP LaBs offering local riders the opportunity to come together in spaces that facilitate meaningful interactions and celebrate the progression of cycling culture through talks, activations and community rides.
Jarrad Smith, MAAP Co-Founder, commented: “Reaching our 11th LaB globally and opening our very first UK store in London is a massive milestone for MAAP. Soho has an incredible legacy of creativity and community, making it the ideal setting for our ‘Life around Bikes’ ethos. We’re excited to create a home for London’s cyclists that connect culture, design and riding.”
