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Rapha Mobile Cycle Club by Wilson Brothers
By Ray Hu - Apr 13, 2011
London's Wilson Brothers are a multidisciplinary design team (who isn't these days?) comprised of brothers Oscar, Ben and Luke. Well, snark aside, these guys actually deliver: renowned cycling clothiers Rapha recently commissioned a "Mobile Cycle Club," a converted truck has been outfitted with the latest in, um, mobile cycling club technology. The design features a retractable awning and 60" flatscreen for viewing races via satellite, as well as glass cases to display Rapha's greatest hits and matching benches for extended coffee breaks.
In fact, the "Mobile Cycle Club" is really just the logical progression of the ubiquitous pop-up shop (a past venture by Rapha), giving two-wheeled road warriors a destination... one that happens to be another mode of transport. The Rapha Mobile Cycle Club is a unique combination of gallery, shop and café. A meeting place where riders can share their passion for road racing. The Mobile Cycle Club will visit a different event every week including the Paris-Roubaix Challenge, the two Etape du Tour sportives, races in the UK and the World Championships in Copenhagen.
In other words, this ain't your wacky uncle's cross-country RV.
Alternately, the "Mobile Cycle Club" is a twist on the sports-fan tour bus: it only sleeps two, but welcomes local cycling fans in the stops on its journey across the continent and beyond. Track it down here.
Rapha shares more pics of the "Mobile Cycling Club" in action on their blog.
Ray Hu
Formerly an editor and currently a contributor to Core77 (among other publications), Ray brings a broad interest in popular culture, media, and technology — alongside an abiding passion for art, music, and cycling — to his practice as a journalist and critic.
2 Comments
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This is the bomb. Simply brilliant. Well done Rapha and Wilson Brothers. When does this Mobile cycle club shows up in The Neterlands?!Report as spam
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Absolutely incredible. Simple yet so on brand/target market it's frightening. And the display box tables just takes it to another level. Showing off the Rapha range without being 'in your face'. Chapeau Rapha and Wilson Brothers.!Report as spam
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