MAAP Brings Its LaB Retail Concept to London for the First Time
The brand’s 11th global store introduces its community-focused retail experience to the heart of Soho.
Summary
MAAP opens its first UK LaB concept store in London's Soho district.
Designed by Clare Cousins Architects, the space blends cycling-inspired industrial details with historic architectural references.
The flagship officially launches October 10, hosting community rides and events.
Melbourne-based cycling apparel brand MAAP has opened its first UK flagship in London’s Soho district, marking the latest expansion of its Life around Bikes (LaB) retail concept.
Located at 29 Great Pulteney Street, the 140-square-meter space becomes MAAP’s 11th store worldwide, joining existing locations in cities including Melbourne, Berlin, Sydney and Los Angeles. First introduced in Melbourne in 2022, the LaB concept extends beyond conventional retail, positioning each location as a cultural and social hub for local cycling communities. Alongside the brand’s performance-driven apparel and lifestyle offerings, the London outpost is designed to host community rides, talks and activations, bringing together cycling, contemporary design and the creative energy of its surrounding neighborhood.
Designed in partnership with Clare Cousins Architects, the store’s interior seamlessly merges MAAP’s modern aesthetic with nods to Soho’s heritage and cycling culture. Features include a cobbled stone floor referencing both local streets and classic one-day bike races, complemented by industrial stainless steel, aluminum, vivid green accents, and a curved steel wall that reflects movement like a peloton. Following a soft launch in early September, MAAP LaB London officially opens on October 10, 2026, marked by a week of ride-outs, celebratory events, and in-store activations.
