The first professional bike store owned and operated by Bianchi opened on Monday, April 23rd in the heart of Bergamo midtown, one of the main Italian bicycle cities, few kilometres away from company’s headquarter in Treviglio.
Officina Edoardo Bianchi is the name of the professional retail store located in one of Bergamo’s most elegant and fashionable areas, Portici del Sentierone. Many authorities, istitutions, entrepreneurs, international media, big names in entertainment and sport business attended the opening day, hosted by Italian TV commentator Davide Cassani, along with well-known TV presenter Filippa Lagerback.
In the number of those attending the official opening were three professional road champions like Felice Gimondi, Moreno Argentin and Gianni Bugno, and representatives of the Bianchi-supplied cycling teams: Fabrizio Ferrari and Giairo Ermeti for Androni Giocattoli, Matteo Carrara for Vacansoleil-DCM, Darwin Atapuma and Dalivier Ospina for Colombia Coldeportes and Gerhard Kerschbaumer for TX Active-Bianchi MTB Team.
The three-level store - designed by Italian architect Mario Rossini with a piece of work by minimalist artist Vinicio Momoli embellishing the overall look and feel – features the new Bianchi concept offering customers a true emotional approach to bikes, accessories and clothing with extensive attention to details.
The ground floor, dominated by the videowall streaming the images of past and present Bianchi’s success in professional cycling, is characterized by the workshop placed right in front of the showcase, so to allow cycling lovers as well as bystanders to enjoy the work of experienced people on Bianchi “jewels”. More than that: when walking into the store, the visitors will immediately have the chance to get familiar with the latest Bianchi top-range frames, while also finding all the necessary accessories in order to set their bike up to hit the road (or the off-road).
In the lower floor, along with a rich exposition of frames and other bike accessories, the bike-fit corner stand sas one of the most interesting features of the Officina Edoardo Bianchi. In this area, the customers will be helped by specialized personnel in order to find a perfect fit on their Bianchi, thanks to advanced machineries measuring the dynamic pedaling movement in real time.
In the upper floor, visitors will be welcomed to the relax area, where the outfits of the four Bianchi-supplied professional teams make a good show of themselves. The uniforms are obviously part of the selection of high-level technical wear available at Officina Edoardo Bianchi. Every detail is studied to guarantee the maximum comfort in an area decorated on the notes of typical Bianchi’s Celeste. Moreover, the visitors will be able to enjoy a dive into the core of Bianchi’s brand and products through an interactive touchscreen.
Bergamo’s Officina Edoardo Bianchi opening marked a key turning point of the company’s strategy to establish a new and different model of bike store based on professional customer care to be expanded worldwide. Bianchi had already trodden the same path with “Bianchi Cafè and Cycles” recent opening in Stockholm.
“My personal experience brought out we need a new and different style of bike store, and this gave us the boost to carry out such a project – Founder and CEO of the Grimaldi Industri and Bianchi chairman Salvatore Grimaldi said -. Officina Edoardo Bianchi, as well as Cafè and Cycles in Stockholm, sharply express the creativity and style we wish to assert in Italy and all over the world”
“This new bike store acts like an extension of Bianchi headquarter in Treviglio into Bergamo’s city centre” , Bianchi CEO Bob Ippolito stated. “It is an important investment in our strategy to improve our bikes visibility and build a closer relationship with the consumer, whose feedbacks will help us to be more and more successful on the market”.