Shimano is known for the technical quality of its equipment. However, the brand lacked an emotional connection to its users. The Experience Center is a part of a bigger complex. It should promote adventure to a wide audience, as visitors range from experts to enthusiasts.

Located in a city known for cycling and outdoor activities, The Shimano Experience Center connects users to the outdoors. It brings together education, community and trial. Worked with a team of designers and architects to define touchpoints, zoning and services.