Stumbling upon a Bianchi flagship store in downtown Milan, at face value, may come as little surprise. After all, the legendary Italian bicycle brand was founded in this Italian industrial center back in 1885. But the latest incarnation of the Bianchi boutique is nothing short of a joy to discover. Partnering with Australia’s Deus Ex Machina, Bianchi has created a virtual sanctuary to cycling at Deus Cycleworks, which opened officially on April 10 in the heart of Milan.
At first, the partnership may appear surprising, because Deus Ex Machina was formed around the company’s primary passion for motorcycles and surfing. But since its inception in 2006, the company has embraced other sports like snowboarding and cycling. And perhaps more importantly all of its activities somehow center around fine food, drink and music.
“We have several ‘temples of enthusiasm’ around the world,” says Giuseppe Carlo, who is part of Milan’s Deus team. “And every temple has its own soul. At Biarritz, it is centered around surfing for example, but here in Milan it was only natural that we focus on cycling to honor the great tradition of bicycle manufacturing in Italy.”
Situated in the shadows of the Duomo and La Scala Opera House, the new café and bike shop combines a café spirit with that of a veritable service course. Deus Ex Machina runs the café and wine bar at the entrance, and a selection of its stylish sportswear can be found around the entrance, while more specialized cycling clothing is a few steps down in the tasteful display room. The display room leads to the courtyard with more tables for wining and dining, not to mention ample bicycle parking. The mood is just how you would expect—relaxed and convivial—as clients mix around the tables both inside and out.
And then, another floor down, is a full restaurant alongside the Bianchi shop and service course. Here, you can find a selection of Bianchi products from vintage wear to high-tech modern wear. All current Bianchi bikes can be ordered here, from its Eroica-styled reissue steel frame to its high-end Oltra XR4. If it is in the current catalogue you can get it here. And the establishment has a complete workshop for repairs. Needless to say, for lovers of Bianchi or simply bikes, the new space is a must-stop when visiting Milan.