MAAP Opens First UK LaB Concept Store in London

Melbourne-based cycling apparel brand MAAP has opened its first United Kingdom flagship store in London's Soho district, introducing its Life around Bikes (LaB) retail concept to the UK market. This new location, situated at 29 Great Pulteney Street, spans 140 square meters and represents MAAP's eleventh global store. The brand previously established its LaB concept in Melbourne in 2022, with additional stores now operating in cities such as Berlin, Sydney, and Los Angeles. The LaB concept is designed to function as more than just a retail space; it aims to serve as a central hub for local cycling communities, fostering social interaction and cultural exchange. In addition to MAAP's performance-oriented cycling apparel and lifestyle collections, the London store is slated to host a variety of community-focused events. These include organized group rides, informative talks, and other activations intended to connect the cycling world with contemporary design and the vibrant creative atmosphere of the Soho neighborhood. The interior design of the MAAP LaB London store was developed in collaboration with Clare Cousins Architects. This partnership sought to integrate MAAP's modern design sensibilities with architectural elements that acknowledge Soho's historical context and the brand's deep connection to cycling culture. Specific design features include a floor paved with cobblestones, a deliberate choice to evoke both the characteristic streets of London and the challenging terrain of classic single-day bicycle races. Complementing the cobblestones are industrial materials such as stainless steel and aluminum, punctuated by vibrant green accents. A distinctive curved steel wall has been incorporated, designed to visually represent the dynamic movement of a professional cycling peloton. Following an initial soft launch that commenced in early September, MAAP LaB London is scheduled for its official grand opening on October 10, 2026. The launch event will be accompanied by a week-long series of activities, including organized ride-outs, celebratory gatherings, and in-store programming. This expansion into London signifies a significant step for MAAP in broadening its international presence and engaging with a key global cycling market.