For the launch of Specialized's Turbo line, the new e-bike's craftsmanship was to be highlighted, but most importantly, its differentiating features needed to stand out. This meant drawing big attention to a small motor and battery. In order to elevate these diminutive, yet important, components, we created a dramatic experience in which the visitor is led past an oversized display of brand lifestyle photos, then down a monotone hallway that culminates in a display of gallery-style fixtures showcasing the bike's hallmark motor & battery.
Specialized's existing fixture program was leveraged for the showroom, with the addition of a few custom build-outs, to create a cohesive, monolithic central display. A large "working" table was added to this hub via creative assembly of Specialized's existing fixture components.
[In collaboration with Big-Giant]
