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Until recently, the only in-person way to experience RevZilla’s moto gear expertise and selection was a visit to our Philadelphia showroom. That changed last year when we opened our Denver, Colorado store location, and now, we’re thrilled to announce another store opening in Brooklyn, New York.
Located at 25 Hall Street, the new store is situated between the Brooklyn Navy Yard, DUMBO, and Williamsburg. After a grand opening motobash event last weekend, the store is open 10 a.m. to 6 p.m. daily and ready to serve New York City’s riding community with personalized gear recommendations. The store also offers curbside pickup and installation services for Bluetooth communicators.
Next up after the Brooklyn location will be a RevZilla store in Newport Beach, California. If you get to visit more than one RevZilla store, you may wonder why each one has its own unique look, instead of following the same template. To find out more, we talked to the main minds behind these store designs, Senior Creative Director Roy Kim and Director of Store Design and Visual Merchandising Edi Ignacio. As we found out, they want each store to reflect the unique identity of its location.
Common Tread: How did you get involved with store design?
Roy Kim: Our teams work collaboratively in developing the experiences for all new store openings.
Edi Ignacio: Yes, it's a collaborative process that relies heavily on the creative side to reach our vision for how each store should look and feel.
CT: What does the store design process look like?
EI: I work with RevZilla, Cycle Gear, and J&P Cycles store designs, so my thought process is understanding how each brand speaks to the customers. For example, the Cycle Gear family of riders caters to everyday guys and gals who know their bikes and their budgets. The RevZilla store customer isn’t exactly the same, and the stores reflect that. I need to make sure the brands are distinctly separated, but functioning as efficiently as possible knowing that product is ultimately more important than the environment.
CT: How long does it take to go from an empty building to a grand opening?
EI: From approved retail space, to initial layout and design, to construction and merchandising the process usually takes four to six months!
CT: RevZilla has store locations in Philadelphia, Denver, and now Brooklyn, with a fourth location coming to Newport Beach, California, soon. Why do the stores each have their own unique visual identities?
RK: Each store clearly has its brand identifiers, but it’s important to us to recognize where we are just as much as who we are — to go into these areas with a sense of humility and respect to the communities in which we serve. It speaks directly to our mission to be in service of and support enthusiasts and motorcycling community and to be inclusive to those excited by motorcycle culture.
CT: Any store design features you're especially proud of in the new Brooklyn store, or details that you personally enjoy?
RK: The building and space have character — history and age that we knew we didn’t want to disturb — so there’s a lot of exposed brick and walls, and aged “imperfections” that we left as is. Many of the graphic treatments were informed and styled with a retro flair to fit appropriately, as if they were remnants from a time of yesteryear.
The very first idea that was inspired upon our initial visit of the space was the NYC subway-styled wayfinding sign that greets you upon first entering. Knowing that just as many non-locals would be visiting the space, we thought it would be great to leverage iconic graphics and acknowledge the location in a fun way. The direction of the signage also inspired a really cool shirt design for the store.
EI: There are features that will be familiar to longtime RevZilla customers, too. My personal favorites are the lighted boot and accessories walls. Of course, we have the full suit displays and some great glove fixtures.
RK: We were also able to bring our content and storytelling to life in a bigger way than we ever have before, which is really exciting. We have spaces featuring the Highside/Lowside podcast, a callout for REVER's Top 5 New York motorcycle rides, the actual trail bike from the CTXP Alaska trip, and lots of other awesome Easter eggs for our brand enthusiasts.
CT: RevZilla has been a primarily e-commerce platform for well over a decade. What new dynamics does an in-store experience bring, and which are you most excited about?
RK: We’ve always taken great pride in having the strongest digital experience in the industry. However, while it’s one thing to see what a product looks like on a screen; it’s completely different to see, feel, and try it on within the walls of a brand you’ve come to know, trust and maybe even love. Add the firsthand connection to our rockstar customer service and it really takes the whole brand and shopping experience to another level.
EI: Exactly. For us, building out a RevZilla store is an attempt to bring an elevated, elite brand into a brick-and-mortar destination spot. All the materials and design elements, the store ambience, the lighting, and even the fixtures were carefully considered because we wanted an updated, elegant look.
RK: The store really is a celebration of the thrill of two wheels. We have a carefully curated assortment of products in the store, and with the integration of our content, as well as having the expertise of our amazing customer service team on hand, it really does make our location in Brooklyn the truest RevZilla experience to date.
Come visit our new store!
The Brooklyn showroom staff can't wait to meet you at our new location. The next RevZilla store opening will be in Southern California, to serve West Coast riders. We're always looking to advance the experience of the motorcycle enthusiast through expertise, innovation, community, and support, and serving the riding community with in-person advice and events will always be a highlight of our mission.
