The Rapha pop-up store, London
I’d a meeting earlier today with a client and we grabbed a coffee at Rapha, the performance racewear brand, which has opened a pop-up store in Clerkenwell:
Rapha Cycle Club A combination of gallery, shop and café, the Cycle Club is a meeting place and hub for road riders. Unlike most ‘pop up’ stores, the Rapha Cycle Club will be more than just a retail space. With live screenings of road races and a full calendar of exhibitions and events, the Rapha Cycle Club will be a home for the sport and culture of road racing. This is the ultimate Rapha experience.
And whilst I’m not a cycling fanatic – the £3,500 bikes being parked in the store whilst I was there is testament to that – this pop-up concept is true experiential marketing.
The brand is immersed in a really fantastic environment – from the long table covered in cycline maps, to the magazines to browse, to the flat screens showing the Tour de France, to the merchandise, to the coffee …
The result is that I’m now a brand advocate – simply superb.
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.
He is Founding Partner at Metropolis Partners