MAAP Unveils Its First London Flagship, Blending Cycling Culture With Contemporary Design
Australian cycling brand MAAP opens its first UK flagship in London's Soho, introducing a design-led retail space that brings together performance apparel, architecture and community.
A New Destination for London's Cycling Community
Melbourne-based cycling and lifestyle brand MAAP has expanded its international presence with MAAP LaB London, its first UK flagship and 11th retail location worldwide.
Situated at 29 Great Pulteney Street in Soho, the 140-square-meter store introduces the brand's Life around Bikes (LaB) concept to one of London's most vibrant creative neighborhoods. First launched in Melbourne in 2022, the concept combines premium cycling apparel with spaces dedicated to cultural exchange, community events and group rides.
MAAP
Designed in collaboration with Clare Cousins Architects, the London flagship draws inspiration from Soho's architectural character and the technical precision of cycling.
Cobblestone-inspired flooring references the neighborhood's historic streets and cycling's celebrated one-day Classics races. Stainless steel and aluminum fixtures introduce an industrial aesthetic, while vibrant green accents provide a striking contrast. A curved steel wall creates shifting reflections reminiscent of a peloton in motion.
The result is a contemporary retail environment that balances functional design with the distinctive character of its London setting.
Beyond Traditional Retail
More than a destination for performance apparel, MAAP LaB London is designed to foster connections among cyclists through organized rides, talks and cultural activities.
Following a soft opening in September, the flagship officially launched on October 10, 2026, with community rides and in-store events celebrating the brand's arrival in the UK.
MAAP LaB London is located at 29 Great Pulteney Street, Soho, London W1F 9NN.
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