On the eve of the Tour de France's start in Barcelona, Bianchi opened its first pop-up store, Casa Bianchi, in Milan. The location is unique. We are in fact in Corso Garibaldi, in the prestigious Brera districtThe temporary store will be open until July 30th and aims to be a meeting place where visitors can share their passion for cycling. It was born from a project resulting from the collaboration with the historic bicycle shop Rossignoli.
We go back home
The choice of Milan is no coincidence. Bianchi took his first steps in the city way back in 1885. Today at number 65 Corso Garibaldi a unique space has been created that redefines the traditional concept of a pop-up, offering an immersive brand experience geared towards the cycling community and beyond. Designed as a meeting place for cycling enthusiasts and those seeking new cultural experiences, Casa Bianchi focuses on innovation and design.
We watch the Tour
To enhance this interactive dimension and celebrate Bianchi's new role as Official Bike of the Tour de France, the space hosts a dedicated area where fans can follow the race live, surrounded by a careful selection of products that tell the past, present and future of the iconic Italian brandAmong the top-of-the-range bicycles on display are the new Infinito models, Arcadex and Impulso, the official Oltre RC of Team Bahrain Victorious.
A selection of road and gravel bikes will also be available for test rides and group outings dedicated to the community.
The walls host, like true works of art, the frames in the refined colours of the customisation programme Officina Bianchi, alongside the new collection of high-end wheels, including the carbon RC 49R. It also presents the first lifestyle collection of Bianchi clothing and accessories, created in collaboration with Audes.
World preview
Among the bicycles on display at Casa Bianchi it is possible to admire live in a world preview the Specialissima RC Limited edition Tour de France, presented last week.
Made in just 113 numbered units by the Bianchi Racing DepartmentThis edition celebrates the 113th edition of the Grande Boucle and the historic link between Bianchi and the Tour de France. The livery reflects the colors of the four symbolic jerseys of the race: yellow, green, white, and red polka dots.
A model that combines technology, design, and Bianchi's history in major races, with a nod to champions who have written important pages in cycling history, such as Fausto Coppi, Felice Gimondi, and Marco Pantani... all on a Bianchi.
Bianchi's welcome
The invitation to visit Casa Bianchi until July 30th comes directly from Claudio Masnata, Head of Brand Marketing and Communication at Bianchi.
"Casa Bianchi represents a significant evolution in the way we engage with our community," said Claudio Masnata. "We've created a unique space in the heart of Milan, where the passion for cycling takes center stage. A place where enthusiasts can meet, share the emotions of the Tour de France and immerse themselves in the Bianchi world.It's a celebration of our DNA, our design philosophy, and Bianchi's ongoing commitment to innovation."
