Parallel HQ, An Experiment in Experiential Marketing
Parallel HQ represents the center point of 15+ years of industry experience. Modeled after the same evolution in the American and Northern European cafe-scene, Parallel HQ was a “third-wave” shop in truest form.
World Headquarters
Acting as a location for many different facets within the bike industry, Parallel Handbuilt was reffered to explicity as “Parallel HQ”, better expressing the broad services coming out of the little shop under the train tracks in Rotterdam, NL.
A service forward shop, a photo studio, and a marketing consulting service. I spent years positioning the brand as something that could work holistically with any consumer, client, or company.
Copy, SEO, Photoshoots
When the shop wasn’t full of one-off projects for consumers, I focused on providing various marketing-adjacent services to bike companies throughout the Benelux and DACH markets. Leaning on my Dutch and German language skills in addition to native English, I was able to provide copy to brands looking to reach a more international audience, or tailoring copy and visual identity to strengthen their position within the home markets.
The shop itself was built as a bike shop, but with every consideration taken to function as a photo studio with minimal readjustment. Photoshoots for product launches, advertising, or in-house productions were a weekly occurrence at Parallel HQ.
