Pinarello has opened its first Bottega outside Europe, planting a new flagship store at 114 Wooster Street in New York City’s SoHo neighborhood.
The new space joins existing Pinarello Bottegas in London, Zurich, and Villorba, Italy, and gives the brand a USA showcase for its bikes, custom program, and a few pieces of racing history. Think of it as a Pinarello flagship store.
Pinarello Lands in SoHo
The New York Bottega carries Pinarello’s full range, including the recently launched DOGMA X and X Series, with dedicated space for bike fitting, service, and custom consultations.
A major part of the store centers on Pinarello’s MyWay program, which lets customers customize both the paint and specifications of their frame.
Pinarello is positioning its Bottega stores as the full brand experience rather than a traditional dealer floor packed wall-to-wall with inventory. Plus, the brand will do some activations out of the store (new products, etc.) and we’re guessing some rides with Pinarello athletes when available.
“For us, a Bottega is more than just a store,” said Pinarello president Fausto Pinarello. “It is a space where cyclists can truly immerse themselves in our bikes, products and services, and experience the artistry that goes into every frame.”
That approach makes plenty of sense in SoHo, where bike shopping can sit pretty comfortably alongside high-end fashion and design. Just don’t expect to see this the creation above anytime soon.
More Than Just Pinarello Bikes
The new store also has dedicated areas for a handful of Pinarello-adjacent brands. Q36.5 cycling apparel and footwear gets its own space, along with Amacx sports nutrition and Partington carbon wheels.
There’s some proper bike-nerd material in there too.
One standout piece is Filippo Ganna’s Bolide F HR 3D, the bike used for his World Hour Record. If you’ve only ever seen photos of that thing, it’s probably worth stopping in for a closer look. That mix of current product and racing history gives the store a little more personality than a standard retail setup.
Wanna Visit?
The new Bottega gives Pinarello four flagship locations worldwide and its first in the United States. The newest location is:
Pinarello Bottega New York
114 Wooster Street
SoHo, New York City