Having completed a score of Rapha Cycling Club projects, Brinkworth had to pitch for a redesign of their entire retail concept. I then worked with an associate director to overhaul the scheme with the internal Rapha team through concept and completion.
An in-depth prototyping process in the workshop where we build everything at 1:1, aiming to create something identifiable as Rapha, whilst holding to their core community base identity meant designing and controlling as much as we could. All the way to getting a custom stone carpet created that would wrap furniture and floor.
Photos copyright of Alex Etchells and Louise Melchior