December 14, 2012 (Toronto, ON) – On Thursday Dec. 6th, Vitess Founder Julien Papon unveiled the new Maison Vitess concept. The announcement took place at a private function hosted steps away from the inaugural location that will open early 2013.

Situated in the heart of Forest Hill North at 1040A Eglinton Avenue West, the Toronto Maison Vitess is the fruit of over 18 months of planning. It is the first of a series of locations that will be launched in major metropolitan areas in the coming years.

“The Maison Vitess concept is the direct outcome of what we have learnt interacting with riders for the last 4 years” says Papon; “our goal was to explore new horizons when it comes to rider experience and I could not be happier with the final draft and how we’re deploying the concept. It encapsulates our brand values while pushing the boundaries of what is possible” he adds.

“Think of it as the house of Vitess, but also the one of our riders, as well as of our brand partners” Papon suggests. “As an extension of the Vitess brand, a Maison Vitess is all about creating a formidable experience for our riders” he comments. The inaugural Eglinton West location is a private space that marries state-of-the-art technology, world-class expertise and unequalled service level and amenities; all packaged in a unique experiential way.

“Dream your Vitess in our Design Studio; make it happen digitally in our Theater and let’s get to work in our Fitting Studio” says Papon. “It’s about taking the rider experience to the next level”.

Beyond function, the Mid-Town Toronto location will also allocate much space to the Arts with a unique rotating collection. “People often refer to their Vitess as a piece of art, which is extremely rewarding for us, and as creativity is a very important piece of the Vitess recipe, it was only natural to incorporate a very special artistic facet to our Maison” comments Vitess Creative Director Ian Hough.

The Winter 2012/13 showcase will be a photographic series depicting a journey in and around Mont-Ventoux, France. Artists will be invited to participate in the Vitess scene and to get involved with the brand’s community of discerning individuals.

The Maison Vitess will also become a vibrant stage for social events, acting as a catalyst to community building around cycling and active lifestyle. The Winter 2012/13 programming is in the works and it will include mini-clinics, speakers series and a variety of other private events – quite a few of them in direct support of charity causes that matter to Vitess and to our riders.

To organize a private tour of the facility, schedule an initial consultation for your Vitess or a Fit & Learn session with your existing bicycle, please contact us at concierge@vitess.com.