Specialized's Düsseldorf pop up store at the Tour de France 4
The Specialized pop-up store in Düsseldorf ahead of the Tour de France, on June 30, 2017.

Daniel McMahon/Business Insider

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.

Specialized sent out invites ahead of the Tour …

Specialized sent out invites ahead of the Tour ...
Specialized/Daniel McMahon/Business Insider

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

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

Daniel McMahon/Business Insider

There was a sweet Peugeot 404 out front …

There was a sweet Peugeot 404 out front ...

Daniel McMahon/Business Insider

And some bikes on top!

And some bikes on top!

Daniel McMahon/Business Insider

And now a message from Specialized …

And now a message from Specialized ...

Daniel McMahon/Business Insider

Champagne!

Champagne!

Daniel McMahon/Business Insider

There was delicious food …

There was delicious food ...

Daniel McMahon/Business Insider

In addition to the launch of the Tarmac, there were other bikes about, including this fast-looking Venge with disc brakes …

In addition to the launch of the Tarmac, there were other bikes about, including this fast-looking Venge with disc brakes ...

Daniel McMahon/Business Insider

Specialized has won a lot of races, and it sponsors big-name riders, including Peter Sagan, right, one of the best cyclists of all time …

Specialized has won a lot of races, and it sponsors big-name riders, including Peter Sagan, right, one of the best cyclists of all time ...

Daniel McMahon/Business Insider

Kevin Costner rode a Specialized Allez in “American Flyers” … a classic …

Kevin Costner rode a Specialized Allez in

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