Celebrating its 20th anniversary this year, British cycling apparel brand Rapha is returning to its origins in East London with an exhibition entitled “Past Forward” that’s been organized in collaboration with a number of artists and partners to coincide with the London Design Festival.
Rapha originally launched in 2004 with a “Kings of Pain” exhibition at the Truman Brewery in London, UK. It set the scene for Rapha’s first product: the Sportwool Jersey – a monochrome cycling jersey made with merino wool and polyester blend fabric.
On September 14th, 2024, Rapha will return to the Truman Brewery to open Past Forward – located in the heart of London Design Festival’s longest-running design district, the Shoreditch Design Triangle.
As well as celebrating the brand’s innovation over the last two decades, the exhibition will look to cast an eye into the future… “and explore how cycling will continue to change lives, transform cities and be a radical force for social and environmental progress.”
Continuing Rapha’s long history of working with talent in the creative industries, the brand has enlisted a roster of design studios and artists to bring the world of cycling to life.
The Rapha20: Past Forward exhibition will be at G4, Ely’s Yard, The Truman Brewery, London E1 6QR.
Rapha has commissioned creative duo Isabel + Helen to produce the centerpiece of the experience, Rapha in Motion; an installation inspired by the past and future of Rapha’s first merino-blend jersey.
“Visitors will discover a large-scale kinetic sculpture which brings to life the movement of cycling, and incorporates nods to the product innovation and craftsmanship that has driven the brand from the beginning.”
Rapha has also enlisted top branding agency Made Thought to create the exhibition’s spatial design and visual identity.
“As visitors enter the space, they will embark on an emotive, abstract journey through a selection of Rapha’s archive and definitive moments for the brand.”
Completing the show is The Future of Cycling Manifesto, a printed publication that sets the stage for the next 20 years, and explores what the future of cycling could hold. Rapha notes that it has spoken to an alliance of contributors to produce a holistic take on how the sport and culture of cycling have changed over the past 20 years and how it could continue to grow.
Contributors include Rapha’s founder Simon Mottram and new CEO Fran Millar, EF pro cyclists Lachlan Morton and Alison Jackson, AMANI’s Tsgabu Grmay and Transport to London’s Will Norman.
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