The London-based maker of a leading folding bike brand has opened its second outpost in New York City.
London-based Brompton unveiled its first ever “Micro Junction” store in Brooklyn's Dumbo neighborhood. Measuring only 70 sq. ft. and dubbed the “world’s smallest bike shop,” the space is designed to showcase the unique features of the folding bike while encouraging sustainable, people-powered commuting.
The tiny retail venue is digitally connected to Brompton’s e-commerce offering. Shoppers can purchase any Brompton for delivery to their home or pickup at the flagship store, Brompton Junction, in Manhattan’s West Village. (A select range of products is also available for purchase on site.)
Designed by Barrows Global, the shop is optimized at every touchpoint to bring the Brompton brand story to life, as well as showcase the flexibility of its products. In the store's "Selfie Test Ride," visitors sign up through a link and then are given an actual bike to go out and ride throughout Brooklyn. They are invited to take photos of themselves while out and about on the bike and post them to Instagram for a special sweepstakes offer.
Additionally, New York City residents can take advantage of a free, two-week trial offer to experience Brompton’s craftsmanship and unique benefits, the company said.
“We’re on a mission to make life in cities more convenient and more fun,” said Juliet Scott-Croxford, Brompton’s president of North America. “The Micro Junction concept is a reflection of that goal. "Brompton makes everyday life with a bike easy because you can take our bikes anywhere, avoiding theft and connecting multi-modal journeys. By rethinking the role of a bike shop and providing visitors with a fun and memorable riding experience connected to our digital platform, we hope to introduce more people to biking in their city.”
Brompton bikes, which are designed for use in cities, are sold in 47 countries around the world. The company operates 15 Brompton Junction flagships in cities across the world, including London, Paris, New York, Beijing, Tokyo, Milan, Kobe, Hamburg, Shanghai, Amsterdam, Munich, Valencia, Melbourne, Tel Aviv and Singapore. It also sells to a select 1,500 independent bike stores worldwide.