MAAP, the Melbourne-based cycling apparel brand, has opened the doors to its first retail concept store in Europe, with the new MAAP LaB Amsterdam.

Following the success of the brand’s flagship store in Melbourne, the Amsterdam LaB will connect MAAP’s premium cycling and streetwear apparel to the city’s community.

The LaB concept, which embodies a spirit of living a ‘Life around Bikes’, is one that MAAP aims to roll out to key locations around the world.

Each LaB is led by a core design language, remaining unique in its own right, a reflection of its surrounding environment, offering an experience that’s unique to the local community.

Oliver Cousins, MAAP co-founder, commented:“We’re excited to be opening the doors to our first European LaB store.

“When originally building the blueprint for what we wanted MAAP LaBs to look like around the world, Amsterdam was one of the prime spots identified where cycling and the surrounding city culture combined seamlessly.

“A perfect fit for what we’re looking to embody with each LaB store, connecting cycling culture with the community.”

The new LaB store reinforces MAAP’s commitment to connecting cycling and creativity, continuing to expand the brand beyond its e-commerce roots through enduring brick and mortar experiences in hand-picked local communities.

MAAP’s concept breaks away from the traditional retail model, favouring connections between brand and consumers through in-person activations, growing community and providing experiences.

The urban location features a cafe alongside the retail and events’ space that’s able to play host to ride outs, cross-industry collaborations and more alongside MAAP apparel.

Alongside this will sit the “MAAP Edit” – a series of specialist products from local producers touching on everything from photography, music and art installations.

Leading the internal design of the LaB is London-based design and architectural consultancy Brinkworth.

The agency has worked on bringing MAAP’s application of colour and texture in its apparel to life across the design throughout the 100 sq. m space.

Brinkworth has combined chosen sculptural elements – a powder coated steel staircase, contoured timber veneer, and a yellow marble counter – with contrasting materials including galvanised steel, white sand, cork and sandstone.

The new MAAP LaB is located at Reestraat 9, 1016 DM Amsterdam and is open daily from 10am to 6pm.

A series of rides and events to celebrate the new opening will be communicated from the store’s channels.