We are excited to announce our collaboration with CADEX, the high-performance cycling components brand, to create a pop-up activation inside the iconic VIA Atelier store in King’s Cross, London.

VIA Atelier is a unique concept space and café built by cyclists, for cyclists. Known as a hub for the cycling community, it brings together riders, brands and enthusiasts in an environment that celebrates performance, culture and connection.

In partnership with CADEX, we developed a focused pop-up activation designed to sit naturally within the VIA Atelier environment while giving the brand a strong and recognisable presence. The installation showcased CADEX’s high-performance components through a clean, considered display that connected product, performance and community.

Rather than creating a temporary installation that felt separate from the space, the pop-up kit was designed to integrate seamlessly with the existing store environment. By carefully adapting the display system and visual language, the activation maintained strong brand consistency while responding to the character of VIA Atelier.

Projects like this allow our designers to explore how retail environments can flex and evolve taking existing store kits and reimagining how they can adapt to completely new settings without losing impact.

The result is a confident and considered brand moment for CADEX within one of London’s most respected cycling destinations.