The online cycling retailer Deporvillage has launched its first live experience store in Alcorcón, Madrid, within the Sprinter destination store. The 1,000 sqm space was designed by Dalziel & Pow, translating an online platform into a physical retail experience.
Physical retail as an omnichannel acquisition space
In an omnichannel context, physical retail operates as a customer acquisition environment where brand ambassadors can engage directly with users. The Deporvillage store extends the digital offer into a space where services and interaction become central to the experience.
Community, services and cycling expertise
The concept is structured around a community-driven approach, combining workshops, a coffee lounge, bike fitting, customisation and technical advice. A strong focus on e-bikes reflects evolving mobility trends and supports informed purchasing decisions.
The store is located on the upper level of the destination retail space, accessible by lift and stairs, and connected back to Sprinter through a spiralling slide.
A comprehensive cycling retail offer
The assortment includes road, MTB, gravel and e-bikes, alongside components, accessories, apparel, footwear, kids products and smart technology. This creates a complete retail environment addressing different user profiles.
E-bikes are highlighted through a 4×4 metre steel frame beacon, used as a visual anchor. This structural element is repeated across the store to emphasize brands, services and specialist areas.
Digital integration and in-store consultancy
As a digitally native retailer, Deporvillage integrates access to its extended online range within the store. Consultants assist customers in the café area, supporting product selection and financing decisions.
Dedicated service areas include:
Bike tech
Testing area for turbo trainers and virtual training experiences.
Bike fit
Personalised setup to match bike geometry with rider measurements.
Bike lab
Workshop services ranging from amateur to professional level.
A contrasting retail environment
The Deporvillage space contrasts with the adjacent Sprinter store. While Sprinter uses a predominantly white environment, Deporvillage adopts a darker palette with white visual markers, creating a distinct yet related identity.
Navigation is guided by suspended red lighting, defining pathways without physical barriers. The layout is flexible and future-proof, allowing the space to adapt to evolving product categories.
A physical expression of a digital brand
Designed by Dalziel & Pow, the project translates Deporvillage’s digital identity into a physical environment, strengthening brand recognition and introducing the offer to new audiences.
In a retail landscape where physical presence supports market growth, the project demonstrates how online brands can expand through experiential retail formats.