Specialized opened a cool pop-up store in Düsseldorf to launch its new bike at the Tour de France

DÜSSELDORF, Germany — Specialized, a leading American cycling brand, opened a pop-up store at the Tour de France on Friday to launch its newest high-end road bike, the Tarmac.

There was a DJ, hors d'oeuvres and bubbly, and plenty of bikes and gear, all helping to set the stage, and the mood, for the world's biggest bicycle race.

Check out the photos below.

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Specialized sent out invites ahead of the Tour ...

We arrived when the pop-up store opened at 6:30 ... a day before the Tour ...

There was a sweet Peugeot 404 out front ...