Rapha Munich Opening*

The famous British cycling brand is opening its first store in Munich. On the occasion of this special event, I wanted to create an opening communication that reflects both the essence of the Rapha brand and that of Bavaria’s capital.

Since I'm always looking to challenge myself, projects that connect with my biggest passions are the perfect combination. The moment I learned that Rapha would be joining my current hometown, I knew I had to create something special. I challenged myself with one question: How can a modern cycling brand be merged with traditional Bavarian culture to humorously announce, "Hi there! We're joining the German road cycling mecca"?

I aimed to capture the essence of Bavarian culture in one visual while emphasizing that Rapha is a cycling brand with deep roots in cycling apparel. I took the most traditional snack—the pretzel—and adapted it into a cycling-related context. The result is the first-ever "pretzel bend," crafted from an aluminum road handlebar wrapped in pink Rapha bar tape.

*This project was driven purely by my personal interests and is in no connection with Rapha. It began as a simple idea, and I felt compelled to bring that vision to life.

AGENCY

Philipp Mandler

TASKS

Creative Concept + Visual Design

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Concept & Inspiration

The inspiration for my work on this project was unmistakably Bavarian culture—pretzels at any time of day. To honor this delectable pastry in its purest form, I quickly came up with the idea of shaping a pretzel from an aluminum road bike handlebar. However, that alone didn’t create enough of a connection to the core of the Rapha brand.

Since Rapha outfits cyclists from head to toe, our sacred symbol—the road bike—couldn't be left out. I immediately sketched designs that integrated Rapha’s striking pink handlebar tape into my initial drafts. After several iterations, I finally arrived at the perfect result.

Even the details typically printed on handlebars couldn’t be overlooked. These elements have been slightly adapted in content to serve as a communication tool for the grand opening celebration.

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Apparell Design

In line with this occasion, a limited edition of t-shirts was produced, available exclusively on the day of the celebration. The design was meticulously translated into a high-quality embroidered pattern, and the back captures the moment of the opening perfectly.