Asymptote's unrealized 2019 commission for a 300-square-metre cycling retail emporium at Manhattan's Hudson Yards — designed to bring together Pinarello, Specialized, and Assos in a single flagship space treating bicycles and equipment as objects of design and engineering.
Commissioned by the L Catterton Group in 2019, the 300-square-metre emporium was designed as a new model for premium cycling retail — one in which high-performance bicycles and equipment were treated not as commodity goods but as objects deserving the spatial care and curatorial precision of a gallery. The design was completed but the project was not built.
Design Concept
The proposal approached bicycles as works of art and technology — objects warranting spatial focus and curatorial care rather than commodity display. A sleek, minimal spatial language was developed to direct attention to the products themselves and let the craftsmanship of each piece read clearly.
Spatial Organization
The plan was organised so that visitors could move easily across all three brands’ product lines. Distinct zones were dedicated to Pinarello, Specialized, and Assos, with large-format displays calibrated to each brand’s identity, alongside a curated selection of premium cycling attire and equipment for both the general public and dedicated enthusiasts.
Craftsmanship and Detail
The design extended into custom lighting fixtures, Asymptote-designed display systems, and a service workshop integrated into the retail volume. Each brand’s identity sat at the centre of its own zone, with material, light, and framing calibrated to read it on its own terms.
