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Brief Published: 17 Jun 2011

Rapha Cycle Club

Extra

London-originated cycling brand Rapha – renowned for its passionate devotion to the sport and in-store displays of cycling memorabilia – is reaching out to consumers worldwide with the Rapha Cycle Club. It has created two temporary sites in Tokyo and San Francisco, and a mobile arm – in the form of a retro-style truck – is currently touring Europe.

A combination of gallery, shop and café, the Rapha Cycle Club has been conceived as a gathering place for bike aficionados to socialise (and shop), hooked into a series of live screenings of road races, and a full calendar of exhibitions and events. Limited edition product, plus an abundance of food and drink, look set to make the brand – and possibly the sport of cycling – a host of extra fans.

rapha.cc

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