The British heritage brand has relaunched its Spitalfields store, with a more interactive community-based feel
More than just a place to buy biker gear, Belstaff’s newly rebooted store is a hub for motorcycle enthusiasts to gather, share stories and enjoy a coffee – a concept inspired by the British bikers who used to congregate at cafés (hence the term café racer).
The store will have a warm, informal feel with locally sourced furniture including an antique double-bow cabinet and vitrines. In terms of architecture and interior design, the store references Belstaff’s industrial origins with brickwork, blackened metal, powder-coated steel, brass fittings and reeded, laminated glass recalling a factory setting.
The new layout has more of a fluid feel than the previous store, with much of the furniture, including the cash desk, on castors so it can be moved around the space to change its appearance and focus. From now on, all Belstaff stores will be conceived to reflect their specific locations.
‘We have a great history of outfitting those with an adventurous spirit and an appreciation of the authentic and well-designed,’ explains creative director Sean Lehnhardt-Moore. It seems only right that we give these people a place to come together and spend time, a place where they will feel at home’.
