Lorenzo Martone

Lorenzo Martone, founder of Martone Cycling Co. on Friday debuted a month-long Los Angeles pop-up shop with the Web site Style of Sport. Located at the creative space Concept 8366 ½ (the store’s name is the same as its address in West Hollywood) the shop will showcase Martone’s eponymous collection of fashion bikes & accessories, along with coordinating athleisure items from Alala, MPG Sport, Onzie, Tracksmith and Vuarnet. The event is produced in conjunction with curated tradeshow Liberty Fairs.

Martone’s brightly-colored bikes, designed in New York and crafted in Taiwan, are made from steel alloy and aluminum and weigh just 26 pounds. The MCC bikes are the only ones in the U.S. that feature an automatic two-speed-gear system, referred to as the MCC Duomatic. The bicyles retail for $800 to $1700 and come in regular-sized and compact styles.

On Monday, Martone, Style of Sport and model-writer Eric Rutherford, who is the face of Martone’s 2016 ad campaign, will host a cocktail party, and earlier that day, Julianne Hough, celebrity brand ambassador for MPG Sport will be on hand at the store.

The New York-based Martone, who last year went bicoastal with the opening of an L.A. office, has previously hosted a New York pop-up and an in-store art installation with his bikes at Ron Robinson in Santa Monica. He said at the time, “I hope that that biking lifestyle will become even more mainstream. Los Angeles is the perfect city to embrace both urban and beach cultures.”

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