EXPOTECHNIK

Storck Bicycle: Success on two wheels in the new flagship store

Taunusstein/Idstein, February 2010.
The Expotechnik Group realized an innovative project for the internationally active bicycle manufacturer Storck Bicycle: For the new Storck flagship store in Idstein in the Taunus, the Expotechnik Group has developed a room concept for two floors. Storck can tell a unique success story. One year after establishment of the com-pany, the Dutchman Bart Brentjens sat on a Storck bicycle when he won the first gold medal in Mountain Biking at the Olympic Games 1996 in Atlanta, USA. On top of that, Storck has set world records in 2007 and 2010: The 'Fascenario 0.7', best and lightest frame and fork set, has been awarded by Europe's largest racing bike magazine, the 'Tour Magazin'. Other renowned awards such as the "iF product de-sign award" or the "Eurobike Design Award" have also been given to the bicycle manufacturer. Storck thereby became a synonym for innovative bicycles. The carbon frames are world class products.
When it comes to quality and design, Storck sets international standards in bicycle frame and component construction. This is possible thanks to engineers and creative heads who constantly further develop proven technologies. The innovation-driven company always uses state-of-the-art materials and manufacturing technologies. Both young and old are convinced of the timeless design of the different models. By now, the bicycle manufacturer holds 40 national and international patents. These successes make clear that Storck has been the global leader of its industry for more than ten years now. 13 years after company establishment, it was about time in 2008 for Markus Storck to present the business with a completely new flagship store.

Task and objective
Storck wants to open up to its customers and all cycling enthusiasts. The core com-petence in the area of bicycle construction and development is to be demonstrated in a professional way. Along with the high standards to design and functionality, the bicycle is presented as brand experience in a high-quality way.
Idea, development and realization of this project have been entrusted to Expotechnik in order to develop a room concept for the new shop building in Idstein that extends over two floors.

Realization
The rooms of the new flagship store smoothly merge one into the other. There is no spatial separation; the individual areas are rather organized by graphic structures. Walls are coated with white high gloss laminates. Contrasting dark wood tones and bright, smooth surfaces provide the whole shop with an exclusive character. In the entire store, the high and significantly large windows are particularly striking as they flood all areas with light. When entering the store at the ground floor, cycling enthu-siasts will be received in the entrance area by a Storck staff member at the inviting info counter with modest and noble design. At the counter, visitors can get an over-view of the entire shop and the individual products. Additionally, there is a lounge area with modern communication tables. Customers receive individual advice here and can relax at the same time.
The bicycle discovery tour continues with a generously and extensively designed area, the showroom. In this area, the latest racing bike models can be explored in-cluding, amongst others, the newest Storck product, the 'Aero 2' road bike. It has been awarded the "iF product design award 2010" for best product design. A special highlight beyond that are the white bike display units that line up straight along the entire store window area. The individually composed bicycles are mounted at eye level here. At every display unit, the customer is provided with detailed information on material, uses and technical features of each Storck model. Individual full-area lighting makes every product an eye catcher. Furthermore, the individual frames are installed in room-high display cases – with this system, the bicycle frames seem to hover in the air. This presentation technique has been developed by Expotechnik in cooperative collaboration with and specifically for Storck. An ample nearby exhibi-tion space offers room for all other models, from road bikes to mountain bikes and trekking bikes to electric bikes.
The entire second floor of the new store provides space for a wide range of bike wear. In the generously designed changing rooms, customers can try on Storck team clothing, high-quality Gore cycling clothes as well as helmets, shoes and socks.

Results
Expotechnik has realized an important project for Storck. "Already now, after running the shop for about eight months, it constitutes a milestone in our company history. The core values of our Storck brand are transported in an ideal way here. And moreover, our products are presented in the best way possible", says Markus Storck. With a total of 700 square meters exhibition and sales area, Expotechnik once again has demonstrated its core competencies. From the idea to the develop-ment to the realization, everything for this project was provided from a single source. The tight time frame was a challenge: The new flagship store in Idstein has been built – from the first ground-breaking to finally moving in – within a record time of only four months. From now on, the glass building serves to develop and mount bicycle models as well as to make them visible and palpable to the customer. Research and development as well as intensive customer counselling are harmoniously presented in a consistent brand world.