#experiential, Rapha pop-up store, London

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.


Navigating the emerging landscape

#typed notes explores the emerging landscape from an insiders perspective, commenting on futurology, social media, brand planning and anthropology. And inspiration
Rod Geoghegan plans and delivers growth in the marketing, advertising, digital, tech start-up and corporate space, through business planning, marketing and business development

He is Founding Partner at Metropolis Partners

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