The finished store’s modern, open design allows customers to easily flow from one area to the next.
Exterior solutions for carnival
To keep the exterior of the store as open and uncluttered as possible, and to avoid having people think they only sold kids bikes, 54blue designed a carefully sized colourful window graphic that would conceal the kids’ bikes display from outside view. The vibrant graphic, printed on 54blue’s Roland wide-format printer/cutters, portrays the nearby Rocky Mountains, along with one of Calgary Cycle’s famous tag lines, “Bikes are fun. Go ride one!”
The outline of the mountains was tweaked to match the outlines of the interior display exactly.
“We wanted the graphics to be big and bold, so they could be easily seen by cars passing by the store. Interestingly, I’ve never heard anyone say they noticed the matchup,” says Calon. “The mountains and the carnival are perceived as two distinct graphic elements, which was our intention.”
Completing the look for carnival
Lee and his team visited the Glenbow Museum in Calgary to see historic photographs of Calgary Cycle dating back 85 years. 54blue then created a greyscale theme for the remainder of the store’s interior, with pops of colour to draw attention to certain elements. The store also retains a stylish touch from the former grocery store—including massive wooden ceiling beams that lend warmth and authenticity.
For the exterior of the store, 54blue designed a new brick and window trim to help complete the transition from grocery store to cyclery. 54blue produced all the additional branding elements for the store, including business cards, handouts, decals, printed wall fabrics, window graphics, and door graphics. They also designed the Calgary Cycle website.
All in all, the entire project took only 10 months. Calgary Cycle signed a lease in February, and 54blue simultaneously began a 3D design of the store. Even with the necessary permitting, demolition, and the complex reconstruction, the store was completed in time for a grand opening on Halloween.
“Building a custom retail store involves change after change to get the interior and exterior just right. Once we had all the walls in place, and were able to start all the fixtures, signage, and retail wrapping, then things really started happening,” says Calon.
The finished store has been heralded by industry experts as a stellar example of an innovative retail space, incorporating excellent design to create a flow that works for all types of biking consumers—pros and amateurs, young and old.
Ginny Mumm is a freelance consultant for digital inkjet printer/cutter provider Roland DGA. For more information, visit www.rolanddga.com.
