The Inverted Bike Shop by Show Love

Brooklyn’s 718 Cyclery isn’t your typical bike shop. Buying a new bike begins with a personal consultation, which kicks off a completely collaborative process that includes choosing parts, building the bike, and making the final tweaks to the fit the machine to the rider. 

About his unique establishment, owner Joe Nocella says, “I think about this place as the inverted bike shop, where you come in and describe what you’re looking for and then we get to work trying to build up a bike that will answer the questions that you had, the bike that you described.”