The Rapha Cycle Club is conceived as a social meeting place for road cyclists, where memorabilia is exhibited alongside the brand's latest products and live racing is aired on screens surrounding a cafe area.
Like the company's other spaces in San Francisco and Osaka, the London club has a Citroen H Van parked up inside it and uses a colour palette of black, white and pink that matches the aesthetic of the Rapha logo and products.
Metal-framed cabinets and tables can be wheeled around the concrete floor to provide flexible display stands.
"With Rapha Cycle Clubs, there is finally a permanent home for cycle fans to totally surround themselves in all the best aspects of road cycling in a great café atmosphere,” said Brinkworth Director David Hurren.
More clubs are due to open in Melbourne, New York and Tokyo and will have similar designs to the London branch.
Other cycling shops we've featured on Dezeen include one with chunky chipboard walls and artificial turf floors.
Here's a project description from Brinkworth:
Brinkworth design London Rapha Cycle Club.
Luxury cycling apparel brand Rapha appoint design consultancy Brinkworth to create their unique retail concept - Rapha Cycle Club.
Brinkworth were commissioned to develop the Rapha Cycle Club concept into an environment that would reflect the core cultural values of Rapha’s heritage, the glory and suffering of world road cycling. The first permanent UK Cycle Club now open in London’s Soho, builds on Rapha’s vision to provide a meeting place for the cycling community to eat, drink, watch racing and shop from the full Rapha product range, totally immersing themselves in a space dedicated to the pursuit of road cycling.
The Cycle Club aesthetic exemplifies the Rapha approach of premium design and materials while referencing workshop functionality. A flexible retail system has been developed to display not only apparel but unique products and Rapha’s collection of cycling memorabilia. A double height rear feature wall creates a backdrop to the iconic Rapha ‘H’ Van, a constant element of the brand, evoking a strong image of 60s racing.
Brinkworth have taken an intentionally unconventional approach to the layout, designing a space that places equal importance on the social and retail aspects, to deliver a truly blended experience. Bespoke cycle storage for visitors’ bikes and tools for basic bike servicing and maintenance are available, ensuring that the club is a key destination for both city cyclists and racers alike.
Integrated within the space is a custom-designed bar area with zinc-topped counter, reminiscent of timeless European café culture, underpinned by the Rapha branded cups and espresso machines. Visitors sit at laser-etched tabletops that feature famous alpine climbs, while watching racing on large screens positioned within the space. Solid concrete flooring combined with the unmistakable grey, white and pink Rapha colour scheme brands the overall space.