Leading cycling brand Rapha came to us to take their ‘Clubhouse’ concept around the world. Their brand is built around community, creating hubs for cycling enthusiasts to meet, shop, eat and drink, watch races and gather for rides.

Rapha wanted us to interpret their concept in key international cities, starting in London, Sydney and New York in 2012. Since then, we have taken the brand further, designing Clubhouses in Osaka, Tokyo, Seoul, Copenhagen and Amsterdam, and across the US in Seattle, Chicago and Boulder.

The design had to feel useful, balancing a workshop functionality with retail space, café and social club to epitomise the core cultural values of the brand. Rapha’s dedication to the concept takes the Clubhouse beyond a typical store by giving equal importance to the retail and the social experience. There’s an energetic atmosphere that builds a vibrant sense of community.