Paul Lewis Design creates Tokyo Fixed Gear bike shop website

Paul Lewis Design has created the website for Tokyo Fixed Gear bike shop, the online counterpart to its store in London, Soho.

Tokyo Fixed Gear
Tokyo Fixed Gear

The consultancy was appointed to the project at the end of last year having been approached by the client on credentials.

The store sells spare parts such as bike frames, seats, brakes, clothing and wheels, as well as complete bikes, and Paul Lewis Design was briefed to create an e-commerce store that clarified the store catalogue.

The site also integrates social channels, reviews and videos to allow the cycling community to contribute to the site. There is also blog content, which is arranged into two formats – one for short content, ‘daily musings’; and one for longer articles.

Tokyo Fixed Gear
Tokyo Fixed Gear

Paul Lewis Design owner Paul Lewis says, ‘We needed to find an effective way to integrate user generated content, brand and product content. Our challenge was to combine all of these elements into an easy to shop experience that also enhanced the cool urban style of the brand.’

Lewis says that initially, he worked with the client to review current online cycle retailers, and used the findings, along with what they ‘imagined what our perfect online bike store would look like’ to inform the design.

The site uses a flexible graphic scheme with variable list page grids to organise the content, with the image size for the products varying according to the actual size of the product itself.

The site is due to launch within the next two weeks.

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