Rose, a German bicycle retailers have opened a new 'Bike Town' 300 square metre concept store in Munich's Mona Mall. With this concept store Rose wants to combine the tradition of the bricks and mortar retailer with the advantages of online shopping for the first time. Customers can use one of over 20 iPads to custom spec and tune their dream bike and then see the bike “live” at four consultation points which make use of large touch screens and digital displays to view the design in 3D. Within the workshop area, mechanics can look for information, check jobs and status using displays. At the rear An 8m x 3m ultra bright LED video wall at the rear of the store draws customers in with video and graphic content chosen to communicate brand values. The store in Munich also has a larger sister store with this concept in Bocholt. “We want to set standards with our new Munich concept store and combine modern and tradition. The bikes are configured using technical innovation but still traditionally built by hand in our main factory in Bocholt. Our new concept will bring customers closer to our philosophy and brings together the advantages and features of the online-world with those of stationary retailing. Services can be used across channels and there are no longer disruptions between the different mediums as is so often the case”, says Thorsten Heckrath-Rose, CEO of Rose.