We helped Rapha build a loyal following through the brand idea of 'The glory and suffering of road racing' and a retro aesthetic from the great past of Continental Road Racing.
The challenge was to broaden the brand's appeal and make it famous beyond 'the lycra set'. There is a whole lifestyle and sub culture that surrounds European cycling that if more people knew about, they'd fall in love with.
As an online business, Rapha had a lot of fans but no high street presence. We thought that if people could experience the brand's world for real they'd feel even more intoxicated by it.
We created the 'Rapha Cycle Club' – a pop-up store, cafe, cinema, gallery space and fan hub that launched in Clerkenwell, London and The Bowery in NYC. This space was designed to reward existing fans and give them an experience they'd want to share with their friends and personal networks.
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