R&A Cycles creates an immersive and innovative experience
JLL Design Solutions helped the cycling utopia expand its exemplary service and experience to the west coast
East Bay San Francisco
Cycling is a sport rich in history, tradition, technology – and it forms a passionate community. Design Solutions partnered with R&A Cycles to bring its vision of concierge-level service combined with a comfortable, accessible experience – centered around catering to the cycling community – to life.
Started by the Cabbad family in 1976, R&A has become a go-to for both professional cyclists and enthusiasts globally. Capitalizing on the strength of its existing e-commerce business and the legacy of its original store in Brooklyn, R&A Cycles wanted to enhance how it served its west coast consumer base. The result was an innovative and community-centered destination in East Bay San Francisco, one of the best cycling regions in the world.
The 11,000 sq. ft. open-ceiling space is comprised of many experiential offerings. Upon entering, customers are greeted with The Cycling Runway, a feature that runs directly down the middle of the space from front-to-back. This flexible area is always changing to showcase the latest and greatest from the best cycling brands around the world. The runway is a dynamic way to bring constant freshness to the space. It features a ceiling drop that makes the area feel intimate and special.
The runway also effectively divides the store. One side features brand shop-in-shops. These shops utilize the open ceiling and walls and allow showcased bicycles to be billboarded three high. Specialty fixtures surround the floor to display product in the best light. Accessories, like shoes and helmets, are featured adjacent to the brand shops. The other side of the runway is home to service and components. A large window behind the service desk gives customers an exclusive glimpse at the R&A experts building and repairing the bikes – bringing energy to the space. Smaller, high-end components are housed on walnut fixtures with glass cube tops.
The new Walnut Creek R&A Cycles highlights the social and community aspect of cycling. The complete store experience features an in-house service center that provides cyclists with a place to interact with trained professionals while receiving state-of-the-art, on-site service by the best-training staff in the industry. New to this location is the R&A Black Custom Studio, a focal space dedicated to customizing the cycling experience.
R&A Black is a personal concierge service that is housed in a small room. It caters to customers who want to have a bike built to their exact specifications. There, personal shoppers will guide them through the process – making it a great way to confidently purchase a high-end bicycle. Included with this experience is a professional bike fitting. Bike fittings happen in the Fit Studio on the mezzanine level. A glass cube hovers over the space, offering a phenomenal view to anyone being fitted.
Connected to the space is Ramona's Kitchen. Named after the CEO's grandmother, the café offers ample indoor and outdoor seating. The space exudes a cozy air, reflecting deep Italian roots enriched with a cycling heritage. The perfect spot to meet up before or after a ride, Ramona's extends the use of R&A while serving coffee, pastries, sandwiches, and fine beers and wine to all who visit.