Specialized Düsseldorf

In support of two different bike launches, Specialized opened their first pop-up near the Königsallee in Düsseldorf. Working with an international team of designers, marketing specialists, visual merchandisers, and retail ops experts, I led the communication and timeline management for design, construction, set-up, and concept-flip. The initial set-up focused on urban riding, featuring a new e-bike that was presented to international media at a press launch held on location. After 6 weeks, we transformed the space to focus on road cycling, featuring the new Tarmac model that would be ridden by pro riders in the Tour de France race that began in Düsseldorf on launch day. The pop-up hosted several events, including pre-race press conferences for two of the professional cycling teams.