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

Daniel McMahon/Business Insider

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

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.