Giant Bicycles

Giant Bicycles appointed Whiteroom to design a new retail format for all of its markets worldwide; in the UK, Whiteroom oversees design and installation for more than 40 brand stores. The format brings products, expert services and a community role together in one space, and adapts to stores of any size, so managers can personalise their space while keeping a clean, consistent look. Swansea was planned as a flagship to set the benchmark.

Chevron lighting draws visitors in, and hero bikes on key sightlines create an immediate focal point. Clean lines, sleek finishes and defined zones limit visual clutter against custom graphics and concrete-effect floor tiles. At the core is a modular display kit developed with Unibox: aluminium uprights and crossbars raise hero bikes above front-facing models, integrated channels hold printed Cappa boards and colour-changing LED tubes, and mesh and slotted timber panels carry accessories. Graphics are easy to update, and lightboxes define product zones.

Every store includes a Rider Info area with event details, local ride maps, custom routes and digital links online, plus comfortable seating. Swansea adds a glazed bike fitting room beneath the mezzanine, with seating outside for conversations, events and launches.