Overview
Rapha is a premium cycling apparel and accessories lifestyle brand for the discerning cycling fan. Now recognised around the world, Rapha represents the pinnacle of elegance, fitness for purpose and technological innovation, delivered through the most advanced range of equipment, developed and used by Team Sky Pro Cycling.
Challenge
Eurobike 2013 is Europe's biggest bike show, showcasing more then 1000 top cycling brands from around the world. Not usually present at trade shows, Rapha specifically wanted to address the trade press, highlighting specific aspects of garment design, technology and performance, to complement their successful relationship as sponsor of Team Sky Pro Cycling.
Approach
Focused on four, key iconic products, the approach was to create a series of display areas, dedicated to telling the innovation and design story behind each product. Having already proved themselves in the field, the aim of the installation was to present each garment as the optimum example in its class, from classic merino sportive jersey to cutting edge 'Cold Black' mesh skin suit for Team Sky.
Outcome
Specifically designed as a brand engagement tool, the installation provided the perfect focal point for Rapha to address the press. By selecting the four product stories, Rapha were able to create a dialogue around innovation and design, rather then lifestyle, thereby creating a strong and evidenced rationale for the performance aspects of both pro and consumer products within their range.
