Future Workshops has been appointed by Rapha Racing Ltd to develop a portfolio of consumer Apps for the iPhone to address the needs of the modern cyclist.
Rapha Racing were impressed with the Future Workshops ‘pitch’, producing a compelling case for the development of apps for the company. The account shows how luxury brands are grasping the opportunity presented by integrating mobile applications into their wider communication strategies.
Matt Brooke-Smith, founder of Future Workshops said:
“Applications for luxury brands should protect and amplify the brand’s unique identity and collateral. They can be used to bring premium brands to life in the connected digital world and build upon the existing credibility such brands have amassed in traditional media. Apps that win in the high-end space are simple in design, replicate the brand’s attributes perfectly and add instant value to the user. This type of application must also provide an engaging, content-rich and ultimately, a seamless brand experience.”
Simon Mottram, Managing Director at Rapha commented:
“We bring cyclists together through rides, events, exhibitions and products – as such we’re always keen to adopt new technologies that our customers can benefit from. Adopting the iPhone platform made perfect sense as an integral part of our ongoing digital engagement strategy. We are excited that our new app offers real utility for the keen road cyclist, rather than simply showcasing our products. The Future Workshops team showed a full understanding of our brand and concisely demonstrated how they could deliver a full and rich Rapha experience via the iPhone. Choosing a development partner was also about finding a solid cultural fit with our own organisation – which we’ve done here.”
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