The café/cycle workshop hybrid has made it to Singapore in the form of Wheeler’s Yard.
Set on a tree-lined street of industrial units, the store-cum-eatery offers fixie riders a hipster-worthy hangout. Racks of neon-coloured bicycles line the walls, while the scent of freshly-brewed coffee fills the cavernous space.
Wheeler’s Yard is gaining a reputation as a cool breakfast hotspot with Singapore’s cyclists and foodies alike.
It is also attracting attention from international brands, such as Adidas Originals, who recently featured Wheeler’s Yard as a Singapore ‘original’, sharing much of the sportswear brand’s spirit. This has only served to add to its credibility as something truly different in the island nation.
With its open plan workshop layout, Wheeler’s Yard instantly ‘talks the talk’ of its target consumers. Food is a huge part of Singapore culture, and the combination of the no-nonsense environment with simple straightforward food and beverage has made it an almost instant hit. A predominantly Gen Z crowd occupies the morning slot, meeting up to get a tune-up and a coffee. A small range of helmets from Tokyo Bikes adds an element of fashion to the offer.
Wheeler’s Yard definitely provides an alternative to the over saturation of global brands within Singapore. Its convivial environment is helping to foster the ever-growing community of ‘fixie’ aficionados. As a brand going forward, it would benefit from showing more diversity within the space i.e. a greater emphasis on the music and fashion preferred by its hipster fans.
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