The Wheelhouse


An Urban Bicycler’s HQ

los angeles arts DISTRICT,ca

Everyone has their excuse for not riding their bike in an urban environment. The list of inconveniences goes on and on, which is why the Wheelhouse provides riders with a million reasons why they can and should! In this partnership, our goal was to distill the Wheelhouse’s unique style of service, coffee, and bike culture into a scalable set of core values and design standards, captured as a brand manual which can be adapted and grow over time.

The process behind this project for The Wheelhouse pop-up was lengthy and meticulous. We immersed ourselves into the cyclist’s lifestyle by conducting demographic studies, culture analysis, and local community outreach. In the end, we were able to marry the Wheelhouse’s mission to inspire an everyday cyclist’s lifestyle with their business standards. Part coffee shop, part neighborhood bike shop, the Wheelhouse created a brief, yet meaningful, connection between the two in Downtown LA’s Arts District.

Creds: (Interior Designers) Chase and Tami Spenst


“ODG REALLY EXCEEDED OUR EXPECTATIONS IN THEIR ABILITY TO SEE THE SUBTEXT OF OUR BRAND AND EXTRACT OUT THE QUALITIES THAT ARE GENUINE AND UNIQUE TO US. THEY SOUGHT TO UNDERSTAND WHAT THE BRAND IS REALLY ABOUT, THEN BUILD FROM THERE.”

- CHASE SPENST, OWNER & CO-FOUNDER