Pinarello – The Ferrari of Bicycles
McCulley Design Lab was tapped to design Pinarello’s U.S. flagship HQ in in the North Cedros Design District in Solana Beach, CA. Located in the heart of hard-core So Cal cycling country, the showroom, which doubles as its U.S. operations headquarters, offers rare test rides and private fittings.. Founded in 1952 by professional cyclist Giovanni Pinarello and now under the leadership of his son Fausto Pinarello and resuscitated by his grandson, the brand offers bikes associated with high-precision victories, such as those of Team Sky, including four straight at Tour de France.
The space integrates space for cyclists, their soigneur and, naturally, espresso. Given Pinarello’s beautiful, sleek and functional design, we created a minimalist gallery vibe, integrating their brand colors of black and red, where the bikes are the star. Versatile, multi-functional tables on wheels provide meeting and workspace for team members. An immersive black and white photographic scrim featuring Pinarello founder, Giovanni “Nani” Pinarello racing in the 34th Giro d’Italia in 1951, visually contributes to the brand narrative and screens back of house storage.