VIA is co-founded by award-winning designer, Michael Sodeau, and Michelin-starred chef, Anthony Demetre. We sat down with Michael to find out more about the story behind VIA Atelier.

What is VIA Atelier?
VIA is the UK’s first cycling showroom/events space/shop/gallery and café.

We’ve created it to be a combination of Atelier and consumer facing trade
show - a space where like-minded cycling brands can tell their story and show their products in a way that best defines them.

What sparked the Idea to open the space?
We’ve been wanting to open something like VIA for years, but a combination of the coronavirus pandemic and supply chain issues created the perfect storm and the ideal time to launch VIA.

The retail landscape has changed, with lots of cycling shops closing their doors or going online only. We wanted to give cyclists a local destination where they could find their favourite brands and speak with trained brand ambassadors in a non-traditional environment.

Why Stable Street?
It made sense for us to open our inaugural VIA on Stable Street in Kings Cross - it’s such a vibrant, accessible area and is fast establishing itself as a shopping and dining destination. The area is also home to the head offices of companies such as Google, Meta, Sony Music, Nike/Converse and Universal Music.

Stable Street is also a stone's throw from Vermuteria - our all day cafe/bar/restaurant in nearby Coal Drops Yard.

What is your vision for the space and how do you see cyclists adopting the concept?
VIA is a destination for all cyclists no matter of ability.

Those who are searching for that perfect piece of kit, the best fitting helmet, sunglasses, cycling shoes, saddle, or even a new bike. There are trained advisors on hand to offer advice on sizing and fit, and talk through the materials and technology used.

We will also offer a range of services for both bike and body, such as an
on-site mechanic and (coming soon) a bike fitting service, physio and sports masseuse.

We have an onsite café which will serve a range of seasonal and organic food and drink, and is already establishing itself as the perfect place to start or end a ride, or just pop by to catch up with friends and watch the racing.

We will also host a series of regular rides to suit all abilities – from advanced riders to beginners - and host an events program that will include product launches, Q&A’s, film screenings, photography exhibitions and much more.

How is the London riding scene?
It’s amazing. From club rides, to commuter cycling, to leisure cycling -
there’s a real mix for all abilities, from semi professionals to those new to the sport. In fact Regent’s Park has the most ridden Strava segment in the world!

There are incredible road, off-road and gravel rides in Essex, Hertfordshire, Kent and Surrey, that are easily accessible from VIA. And, if people want to jump on a train to access areas that are further afield (or simply want to avoid the traffic and get straight out to the lanes), we’re 5 minutes from Kings Cross, St Pancras (also for the Eurostar) and very close to Euston station.