Rapha wanted to develop their pop-up Cycle Club concept into a series of permanent, International flagship locations. The London Club flagship provides the ultimate Rapha experience, giving road racing fans an environment where they can be immersed in cycling culture and consume the finest in coffee and food.

 

How to create an agile retail experience concept which would reflect the Rapha brand story, introduce a more effective physical retail environment, integrate a food and beverage offer and set the strategic blueprint for an International roll-out.

 

Utilising an expedited design approach, the retail concept referenced the dual Rapha qualities of elegant fitness for purpose and technological expertise. Mixing cycling heritage, modern café culture and contemporary retail design, the environment embodies the personality of Rapha product and brand.

 

Launched in just 6 weeks, the Rapha Cycle Club has become the de-facto destination for the discerning cycling fan. Providing the full range of Rapha product and accessories, wide-screen racing, fine eating, events, and organised rides, the press reported; "Rapha, the most premium of all cycle apparel manufacturers, has just opened a brand new permanent cycle club in London’s Soho and it’s a wonderful place to be". Revenue targets for the club have been easily exceeded and new Rapha Cycle Club locations are currently underway in Sydney and New York.

 

See the Cycle Club featured by Rapha

See the article on It's Nice That

See the Design Week Awards 2013 Shortlist