Rapha is a global cycling company with retail stores in every major market around the world, surprisingly except for Melbourne. Recognising the need to tap into Melbourne's fanatical two wheel market, the brand approach The Place Agency to design and execute a Pop Up in Melbourne. The Pop Up would serve as a base of operations for the brand as it looked to spread its influence in the city through a rides and events program.
CLIENT: Rapha Cycling|
CAPABILITIES: Retail Activation, Branding and Marketing
The Place Agency identified and negotiated for a rare space in a heritage listed building in Melbourne's CBD, activating the Pop Up for 2 months across December and January. The space was designed as a love letter to cycling, hosting events and activations weekly, creating a home for Rapha's members in Melbourne. So successful was the pop up, Rapha created a permanent version of the score just a few months later.