london: rapha cycle club opening

© rapha - a club like no other

following a series of pop-ups across the planet and two mobile cycle clubs that currently tour the u.s. and europe, cult brand rapha launched its eagerly anticipated flagship last saturday in london's soho area. the opening kicked off with a weekend-long celebration and screening of the final stages of the sacred tour de france and olympic road racing in the weeks to come. dubbed rapha cycle club, it innovatively transcends the usual boundaries of retail, boasting a gallery and café as well. the new flagship aims to be a meeting place of sorts for all road cyclists and fans of road racing to watch the latest races amidst cycling memorabilia, and obviously to shop rapha's full range of apparel and accessories, including an exclusive cycle club collection. and all that while bonding over a drink and a bite from the bar, and enjoying free wifi and a wide range of international cycling reads. location: 85 brewer street [soho].

© rapha - inside the london flagship