Bikes. Next to canals, weed, and scantily clad ladies in red-lit windows, they’re inextricably linked to the Dutch capital’s global image. Needless to say, a number of bicycle manufacturers play the home market, but none as Veloretti does. Handmade, contemporary and with a slight retro touch, the bicycles designed in Amsterdam and manufactured in workshops across Europe. The company’s sole retail space in De Pijp, an emerging area of town dotted with an increasing number of independent boutiques and quirky eateries, has seen a major revamp that fully aligns with the neighbourhood’s buzz. The interior design, created by local architecture practice S-P-A-C-E Projects, takes ample cues from both Veloretti’s branding and bike frames, and is fully compatible with its product range, including its newly launched e-bike collection. Occupying an elongated corner unit on the ground floor of a late 19th-century residential building, a back wall of vertical tubes referencing the Veloretti bicycle frame, is an eye-catching element in the setting. The premises are understated, pairing geometric shapes with a concise palette that make the products on display effortlessly stand out. The renewed Veloretti store carries the brand’s full range of bicycles, including, as previously said, its new e-bikes.
Veloretti
Van Woustraat 72 (De Pijp)
Telephone: +31 20 2611433
Mon-Fri 9.30am-6pm
Sat 10am-5.30pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
