Assos to open 'experience' store in London

Premium swiss cycling brand Assos will unveil its new London store next week, which aims to offer consumers a number of innovative experiences.

Assos: new store in central London
Assos: new store in central London

The store, located on Lower Regent Street, will feature an 'elliptical' changing room where customers will be able to try on samples of every garment in the collection in a real world environment while seated on a Goomah racing bike to ensure the perfect fit. The brand plans for the store to become a social hub for cyclists. 

The brand is also aiming to ensure the store is seen as a 'destination' – the shop floor will feature revolving banners and digital communication rails. 

Assos chief executive officer, Phil Duff, said: 'We are delighted to launch our first-ever UK store, right in the heart of London. It will be a unique experience."

Last month, Accesorize created an immersive experience for its new store opening at Westfield, while Diesel also pushed the boundaries for its flagship store with a VR experience

The Assos store opens on the 18 November. 

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