Creating an immersive and innovative experience catered to the cycling community

Business Challenge

Capitalizing on the strength and reputation of R&A Cycles’ internet retailing business, and its original store in Brooklyn, R&A looked to enhance how it serves its consumer base in the west through an innovative, community-centered destination in East Bay San Francisco, one of the best cycling regions in the world.


Cycling is a sport rich in history, tradition, technology – and forms a passionate community. Big Red Rooster partnered with R&A to bring its vision of concierge-level service combined with a comfortable, accessible experience to life. The result is a reimagined cycling retail experience focused on community, service, and the social aspect of cycling. In addition to high-end frames, parts, and apparel, it is a place to swap stories, organize rides, share a coffee, and meet others that share the passion.


Phenomenal grand opening attended by over 300 people with initial customer reactions such as “mind-blowing” and “wow, never seen anything like this!”


Created an 11,000 sq foot cycling experience center to browse, shop, get custom-fitted, meet, start, and finish your ride.


Walnut Creek location better services customers who were shopping the NY store online with a design that drives incremental sales


Developed the R&A Black Custom Studio dedicated to customizing an experience, which also serves as a powerful marketing tool.


The R&A experience, featuring an in-house service center, provides a place to interact with trained professionals and receive state-of-the-art, on-site service by the best-trained staff in the industry.


Outdoor seating at Ramona’s Café allows for the coffee shop to be serving customers during COVID with plans for curbside pickup to increase sales.


“Big Red Rooster was able to translate the creative concept and ideas into an impressive and amazing experience for cyclists all over the world.”

Albert Cabbad
Principal CEO at R&A Cycles

Photos Credit: Paige Dunn

Interested in learning more about this project and other work? Get in touch