Partnering with Rapha to bring their iconic next-generation Clubhouse concept to Shanghai, we created a bespoke brand strategy that had community and connection at the heart. We designed a space that seamlessly combines retail, café culture, and live events, showcasing the brand's commitment to one of the fastest-growing cycling communities in the world.
Our team of strategists kicked the project off with brand immersions, workshops and working sessions, allowing us to unearth key insights into consumer and community tensions and craft a unique consumer experience strategy across product and services.
Using the effortless elegance of Italian cafés as inspiration, the Clubhouse design is a reimagining the circolo – or club – transforming it into a modern space for connection and community. Rooted in British industrial design and refined through a mid-century modern lens, the interior combines walnut, stainless steel, limestone and ceramic tiling and subtle pink accents, a nod to Rapha’s iconic colour.
The space blends heritage and modern functionality, with timeless design elements inspired by classic bicycle craftsmanship. Clean architectural lines, warm timber finishes and refined detailing give the Clubhouse a familiar yet forward-looking feel, and a genuine home for the cycling community. Every element has been designed with cyclists in mind, from helmet hooks to the café tiles inspired by patterns in the famed Roubaix.
Set within a restored 1925 mansion, the space honours the building’s storied past while marking a new chapter for the brand in China. Each touchpoint has been crafted to serve a purpose, encouraging cyclists to pause, connect and share their passion for the sport.
CLIENT: RAPHA
WHAT WE DID: STRATEGY, CONCEPT, DESIGN
LOCATION: SHANGHAI, CHINA
SEEN IN: INSIDE RETAIL AUSTRALIA, FASHION UNITED, FRAME, LS:N GLOBAL, JING DAILY, WE HEART, CITY NEWS SERVICE