The concept behind Embassy Cycling, synonymous with all GSBN projects, is about architectural transformation. It focuses on the ability for the client to quickly adapt to suit a fast-paced retail environment.

Scaffolding, a simple, cost-effective solution, was adapted as the main form of product display. Additional scaffolding parts straight out of the brochure were utilised to form shelving and hanging elements such as perforated decking and various elbows and knuckles.

A custom frame mount was designed, again using standard knuckles and some threaded rod, to display a bicycle in its most pure form. Simple joinery units on castor wheels can be rolled away at any point to allow for events and gatherings to take place within the space before and after hours.

If at any point the bicycle store moves locations, the scaffolding and joinery can be disassembled, packed into the back of a truck and transported to the new store.