Bringing Peak Performance's 'Freeriding Spirit' to Covent Garden

We’re thrilled to announce our latest collaboration with Peak Performance, on their very first UK store in London’s iconic Covent Garden. Tasked with energising Peak Performance's existing retail identity in line with it’s locality, we introduced a series of bespoke design elements throughout. On entry a new 'landscaped' midfloor fixture features style-led visual merchandising. As you journey through the space, you will also find new panoramic lightboxes, a largescale fissured mirror and a dynamic hero product showcase, amplifying their most technically engineered products. All of these singular elements work in unison to embody the brand’s passion for adventure and bring their ‘freeriding spirit’ to the heart of the capital.

Inspired by Covent Garden's rich history and vibrant energy, we carefully selected materiality to feel like a natural extension of its surroundings. A stone-like wood composite mimics the Portland Stone used in Covent Gardens Market Building and is contrasted/stacked against a sustainable terrazzo that mimics geological patina in Åre, Sweden’s alpine capital and the birthplace of the brand. Ensuring Peak Performance was authentic and exciting addition to Covent Garden’s evolving retail landscape.