Location: Dubai, United Arab Emirates
Adventurous, bold and proudly born in the UAE, EDGE Cycling is a trailblazing hub for cycling enthusiasts in Dubai, and beyond. Founded with passion by an Emirati cyclist who wanted to share his love for his native land and biking with the global cycling community, EDGE integrates every aspect of its founder’s vision, with a distinct, desert-inspired aesthetic that aligns with the brand’s ambition of positioning Dubai as a leading destination for adventure cyclists around the world.
THE CHALLENGE
To create a lifestyle centric brand that would appeal to novice and professional bikers alike, Team Aces were commissioned to rethink the bike shop experience into a place where people could explore in the in-store offering as they gathered over a cup of coffee and exchanged stories of their cycling adventures.
THE CONCEPT
The contemporary space was curated with distinct zones to translate the multi-faceted appeal of the cycling lifestyle. Starting with an inviting entrance that welcomed every guest with the EDGE’s mission statement, we built upon the brand’s promise of adventure with dynamic screens and bold signages that created a sense of motion and movement through the change of scenery.
THE DESIGN
From the minimalistic workshop that serves as focal point within the concept, to the warmth of the wooden elements at the coffee bar and the use of bikes and accessories as decorative elements, every aspect of the space is uniquely designed, encouraging visitors to embark on a journey that would enable them to discover their own potential as well as the untapped possibilities of the UAE’s untamed nature and terrain.
BRAND IDENTITY
Inspired by the rugged mountains, blue skies and unchartered deserts of the UAE, EDGE’s visual identity channels a sense of “living on the edge”. Unapologetic, contemporary, and empowering, the brand’s logo stands out for its universal appeal.
“I want people to experience the excitement I feel every time I ride my bike in new places and the sense of achievement that follows each ride. To me, Edge Cycling is family, bound together by our love for the sport. We sell the best bikes, equipment and experiences so that people can discover amazing places, take self-exploring journeys and experience the rides of their lives.”
- Omar Salem Alsaadi, Cyclist & Founder of EDGE
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