'Bespoke' is an innovative, exiting new experience for buying a bicycle, simultaneously teaching customers about bike mechanics, while outfitting them in a bike that perfectly meets their riding needs, all at an affordable cost. Customers are guided through the experience of choosing their own bicycle components, learning about the different parts and deciding what is best for them. They are able to test different frames, brakes, seats, and parts on the second floor test track, and, after designing their perfect bicycle on an interactive screen, are able to watch their bike be built by a team of mechanics in the center of the shop. The open plan of the store pays homage to the honesty and simplicity of a bicycle, allowing customers to participate in the creation of their bike. The shop also services the Williamsburg neighborhood, with an outdoor quick-fix station for flats and small repairs; do-it-youself repair space for the mechanically inclined, and bicycle rental services for newcomers.

In addition to a carefully designed plan that allows customers to easily navigate this interactive experience, Bespoke is designed to facilitate movement through the store while walking with a bicycle: stairs are lined with bike-friendly ramps, the grooved elevator floor prevents confusion and traffic jams, and bike stands have been integrated into walls and structures. Bespoke also sports a simple and bold design aesthetic that serves as both branding and signage.