Bianchi opened a temporary meeting place in Milan in July: Casa Bianchi, At 65 Corso Garibaldi in the Brera district. The brand set up the pop-up together with the historic Milanese bicycle shop Rossignoli. Casa Bianchi was open throughout July, exactly during the Tour de France, of which Bianchi is the official bike this year.
What was there to do?
- Watch the Tour de France live
- See the latest models: the new Infinito, Arcadex and Impulso, the Oltre RC from Bahrain Victorious and, as a world premiere, the limited-edition Specialissima RC Tour de France
- Making test rides on race and touring bikes, and riding in group rides
- See the custom-made frames from Officina Bianchi and the new RC 49R carbon wheels
- The first lifestyle collection by Bianchi, made with Audes
According to Claudio Masnata, head of brand and communication at Bianchi, Casa Bianchi shows how the brand is increasingly focusing on the community rather than just on products.
Our perspective
A smart move: brands are increasingly using physical locations where you can watch, drive, and meet each other to reach their fans. For those who were in Milan in July, this was a nice stop. Hopefully, there will be a place like this closer to home someday.
Source: Bianchi