The Insight
Rapha’s driving concept – ‘Past Forward’ – let us know this wasn’t just any birthday celebration. This milestone was a moment for the brand to reflect on how far they’d come – and where they were taking cycling as a sport. Everything needed to capture these two directions.
The Idea
Drawing from its iconic visual codes, we created an experience that translated Rapha’s spirit of performance and progression across physical and digital touchpoints.
We looked to the archives and found inspiration in the subtle yet ever-present shade of Rapha pink, amplifying it across the exhibition space, store windows, and limited collectables.
A cohesive design system needed to tie everything together, and using the unique pattern of their exclusive ‘Rapha20’ jersey, we formed a bold framework capable of adapting to the physical space and the brand’s digital world.
The Impact
‘Past Forward’ welcomed over 5,000 guests throughout the week, with over 8,000 people engaging with the brand over social media. It struck a chord with cycling and design fans, too, with the experience featuring in publications like Bikerumor, It’s Nice That, Rouleur, and more.
