MAAP's HYPERFORMANCE installation did not ask Paris Fashion Week to accommodate cycling. It arrived with a conviction: that the technical artistry required to dress a WorldTour cyclist and the creative rigour required to cut a fashion collection are expressions of the same obsession. One room in the 2nd Arrondissement. One electric green kit. One argument that two worlds were always one.

MAAP lands in Venice Beach with its first US LaB, turning retail into a hub for culture and community. Designed by Clare Cousins Architects, the space fuses raw brick and timber with sleek modern details, reflecting the brand’s “Life Around Bikes” ethos. More than a store, it’s a social space with a coffee bar, weekly rides, exclusive drops, and events—embedding MAAP into LA’s creative and cycling culture while redefining what a retail experience can be.

SDD25/08_03: Loewe is redefining experiential retail with its Golden Cycling Tour, a campaign that seamlessly blends luxury fashion, local culture, and interactive exploration. In partnership with Hello Bike, this initiative invites participants to explore Shanghai on custom-designed golden bicycles, inspired by the shimmering gold facade of the newly opened Loewe House in Shanghai. By cycling a total of 3 kilometers, riders earn a limited-edition medal, which grants access t