Modena – The headquarters of IRD Modena in Italy is just like you expect it, the technological evolution of the classic concept of the store of the cyclist, with inside frames, wheels, accessories and ‘bike tailoring’, of those views in showcase that make you want to stand on the street and whiz, maybe doing well attention to clothing to use when riding. Observing well the bike, you can see the finest materials, perfectly assembled and connected by lines and chromatic scales which leave nothing to chance, every single IRD Modena piece is the result of the perfect blend of technology and design to a finished product of superior quality.
This important know-how gained over the years has enabled the company to focus on herself and deciding to found IRD China, a store like to Modena but based in Hefei, Chinese university town which has about 8 million habitants, located in the north of Shanghai. The store, designed by Marcello Zappador of study ” a.morfo”, not just a ‘bike shop’, but a true multipurpose hub, serving the plentiful biking community of the city, made up of cyclists, but not only. In addition to the store and workshop, there are in fact a corner café, a library and a Wi-Fi area. And so as not to forget the origin, a corner dedicated to a selection of italian foods. IRD China wants to be both a place to buy your bike, but also the crossroads meet for anyone cultivates the passion of cycling and wants to deepen it. For this reason, in addition to the now classic product quality, it has made a lot of attention to the purely aesthetic, offering a Italian style able to blend with the Chinese. So furniture and wooden floor, reminiscent of the lines of the velodrome, set in a metal frame and raw cement.
Behind this great project, Matteo Zazzera, Tommaso Nolli, Walter Carruba and the rest of the team formed by italians Rocco Bizzarri, Luca Bizzarri e Francesco Capitani.. Thanks to their commitment and hard work mixed with passion, opening in China has finally seen the light.
At the moment, the proposal in terms of models is limited to three fixed gear bike (betulla, salix e pioppo) plus a model woman dovetail (vipera). The range will be expanded with a section of road, cyclo-cross and a corner “vintage” of better of the Italian masters frame builders. “
How did the idea of a store in China?
The idea of a new store in China comes from the will to consolidate the brand IRD MODENA and export it and placing it on the Asian market, importing the very essence of Made in Italy. The store is located in HEFEI, capital of Anhui Province, 300 km from Shanghai, the city that in the last 10 years has had the highest economic growth around the world. The idea of the project was presented by Tommaso Nolli, rider of IRD AWLAB RACING TEAM. The Chinese market is constantly growing, especially in the micro universe of fixed gear bikes.
Sensation to the impact with the “Oriental” reality ?
The welcoming from the community related to fixed gear bike China has been very positive, from our point of view; the mentality of the Chinese in recent years has changed after the decline of the communist regime and the austerity that ensued. Presence of the brand IRD MODENA to various events is experienced with a lot of enthusiasm and euphoria, as the Chinese movement is still little known and therefore can count on an international component that is incredibly challenging.
The approach of young people is different than European or North American?
The approach of the Chinese youth to the world of fixed gear bike is the same as the European or North American. The various events and what amounts to the street and urban groove fixed gear bike is a cause for aggregation among young enthusiasts who are new to this world. The various criterium and alleycat organized on Chinese soil include both a part agonist, pure fun and gathering to celebrate, meet and share a real passion.
How is developing the movement Fixed gear? Street-urban-criterium-alleycat-FsFg, they are present in equal measure?
The fixed gear movement in China, as elsewhere in the world is constantly growing, the Chinese movement is having a big surge upwards, because until a few years ago was nonexistent. Young Chinese fixed gear bike enthusiasts are literally hungry of all the news about the groove of this discipline, are always looking for photos, video and other multimedia material that comes from the West. From year to year the events and activities related to this world are multiplying on Chinese soil, since we are active in China, we can count almost 20 criterium within 4 months with an incredible participation. For the second consecutive year FIXED GEAR CHINA, organizes a national championship, consisting of ten preliminary races to enter the final competition that awards the shirt and the title of the strongest riders in China, and is a true national championship Chinese fixed gear bike.
What are the ambitions and goals related to this project?
Our ambitions are those increases our brand in the East, not only in China but also in other Eastern country where the cult of the fixed gear bike is well developed; the store will be our springboard in the Asian market and a new meeting place for young students in Hefei, the new hub will store it not only to import our frames and products related to bikes, but even food from Italy to satisfy a wide range of customers. The store will in fact ‘provided craft beer produced in Italy, coffee, pasta and wine.
Is the future market?
China in the past 20 years hit the charts states’ economic, is now in second place behind the USA, but the forecasts of economists are that within a decade will become the largest world power. China’s population is made up of a billion and a half people around, and when you consider that more than 1% of the latter are classified as rich, and is easy to think that is the market of the future. Our strength is the import of MADE IN ITALY, and on this we have already received the consent of the Chinese market: our frames and products that we sell in the new hub store are pieces currently unavailable in the Chinese market and therefore highly refined and requested by demanding Chinese customers.
Photo courtesy of IRD Modena
