With so much current focus on transferring an offline presence online and how companies can re-create their brand and consumer experience through websites, blogs and social media, it’s great to find an example of a complete reversal of the now typical marketing evolution path.

I’ve been following Mission Bicycles in San Francisco since they launched their website and just found this video from Adaptive Path which chronicles the process of transferring the existing online brand to a offline physical storefront presence.

Mission Bicycle Retail Experience from Adaptive Path on Vimeo.

It’s a great video however I’m struggling to generate the excitement of the “feeling” of the finished project. Adaptive Path obviously researched and surveyed cyclists on what their dream bike store would look and feel like however, much of the styling and direction is focused towards people that have no idea on bike parts or even why a more expensive crank is better than a cheap one. How is their target customer? I imagine that an avid cyclist can visualize what their ultimate machine would look and feel like, however for novices, the end result built and sat on a shelf with a price tag attached may be more the ticket.