An exhibition of cycling memorabilia at London’s Old Truman Brewery has been organised by former Sapient marketing director Simon Mottram to coincide with the launch of his Rapha Performance Roadwear company.
The Kings Of Pain exhibition celebrates the ‘glory years’ of the Tour de France and will run for the duration of the four-week race, which began last weekend.
Mottram conceived the Rapha brand as a reference to the style of the 1950s and 1960s era of road racing. ‘Tour riders were like film stars then,’ he says. ‘No-one has captured the spirit of those times in accessory and clothing design.’
All visual work, including the Kings Of Pain exhibition design, has been handled by Rapha creative director Luke Scheybeler. ‘The styling of the brand identity is dark and sophisticated, to reflect what is a dark and tough sport, with splashes of uplift,’ says Mottram.
Rapha will distribute products globally, retailing via selected store partners, a website, www.rapha.cc, and a phone-ordering system.
The people behind the brand are also currently in discussions to secure a retail presence in Selfridges department stores.