Steel, The Place Where Cycling Becomes a Religion

Steel, The Place Where Cycling Becomes a Religion

Eating a delicious muffin while discussing the new styles in cycle wear is now a possibility! For almost a year, the lifestyle magazine Steel, dedicated to the world of cycling has found residence in the 11th arrondissement of Paris. With a Scandinavian minimalism, the concept store combines bikes, fashion and coffee. Sports facilities and pastries, cycling enthusiasts are sure to be delighted… And those just looking for a great cup of coffee, this is the place! Meet Marc Sich the owner.

Coin coffee shop steel cyclewear
Présentoir bike steel cyclewear
Magazine cyclistes steel cyclewear

How did you get the idea for a cycling store and coffee shop?


It’s funny because the correlation between coffee and cycling has been longstanding and somewhat strong. It could be that we all love to share a coffee after a race. It all started in 2011, we created Steel Magazine with Cédric Viollet. It’s a lifestyle magazine with strong ties to cycling. Opening the coffee shop brought us closer to our readers and became a place where cyclists exchanged stories and advice from rides.

What is the concept of the magazine?


Steel is quarterly magazine voicing the opinions of cyclists and bound to the culture of cycling. It’s certainly developing fast, we support the various expressions and is source of inspiration. The magazine is eclectic and modern, containing stories, interviews, fashion photography and products we love. The idea was to remove ourselves from the associated dimensions of technicality in sport but with an aesthetic approach. We wanted to present style to cyclists by suggesting innovative products that are beautiful to look at but still functional.

table et banquette steel cyclewear and coffee shop
Steel, The Place Where Cycling Becomes a Religion
Le café du concept store Steel Cyclewear

What is your approach toward your customer?



Cycling is a recreational sport practiced by anyone of any age. We love discovering new products and brands that aren’t readily available here in France, some of the brands such as Nanamica and Icny are imported directly from Japan and the United States. The products and brands are carefully selected ensuring they reflect the ethos of the business in terms of technical quality and imaginative design.


How was the space conceived?


The idea was to take inspiration from the refined spirit of the magazine. I worked with the architect Julie Deglesne, she brought a sense of delicacy to the project. We wanted a space that was earnest but still contained natural elements, from the wooden shelves to the concrete bar which is a nod to the road, the space expresses a sense of freedom. This is also evident in that the furniture is totally reconstructable, we can swop and change various aspects, allowing us to accomodate private events, exhibitions and screenings. The store space is an extension of the coffee shop, Julie designed the fixtures in wood allowing each brand to have their own display.


Any projects in the pipeline?


We are continuing to develop the coffee shop, extending into a grocery store in which we will stock a variety of coffee beans such as Brulerie de Belleville which is one of the best roasting companies in Paris and for tea we like Brew Tea Co. The coffee shop remains a space committed to the exposure of cycling, meeting place for cycle clubs and starting point for organised rides on Sundays.


Steel Cyclewear & Coffee shop

58 rue de la Fontaine au Roi, Paris 11ème


Crédits : Eve

Steel, The Place Where Cycling Becomes a Religion
Vitrine concept store steel cyclewear intérieur café steel cyclewear Etagere boissons café steel cyclewear Vitrine magazine Steel Banquette et table du concept store steel cyclewear

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