For the Grand-opening moment of the Rapha Austin Pop-up, I led the creative strategy, direction, and event production of the Collaborative art-show ‘Scenic Route’.
A deliberate decision to open the doors with a celebration of Austin’s vibrant creative cycling community rather than a narcissistic celebration of Rapha’s new store.

Bringing together Austin photographer Gideon Tsang & artist Will Bryant. Gideon shot a photo series that captured the iconic looks of cycling Austin & will painted over top of these images, as he does to many buildings and products in Austin.

DJ, local beer, a community ride to visit locations the images were shot, etc.. Rapha celebrated the community big and in turn was welcomed into Austin with open arms.

CONTRIBUTIONS
Pop-up Launch Creative Strategy
Creative Direction
Event Management & photography