Mar 20, 2017 | By Carla Buzasi
Jun 05, 2015
By Clare Varga
This week WGSN attended the launch of Oakley’s latest ‘In residence’ pop up in London’s buzzing Exmouth Market. Kicking off in with a skate event in LA in May, the Oakley pop ups are a series of brand spaces and community hangouts each dedicated to a different sport and celebrating the cities culture around it. And with a three decade long association with performance cycling and London’s booming bike scene, it was only natural that here, Oakley chose to celebrate all things ‘bike’.
At a launch which featured a walk-about tour of the space and panel chat hosted by legendary road racer Juan Antonio Flecha and featuring cycling royalty including British gold medal winner Victoria Pendleton, uber-cool bike messenger and street racer Chas Christiansen and Team Sky’s Richie Porte, we explored the event, discussed bike culture and generally re-discovered the Oakley brand.
So if you have a passion for cycling…or just want to get one…here are our 5 reasons why you should pop-in to this pop-up :
1. They will fix your bike.
Oakley have partnered with London’s Seabass Mechanics who are on hand to offer in-house servicing and support. For free. During our visit, bike mechanic Charlie changed the brake pads on our bikes and gave them a much needed once over. There are also events planned with The London Bike Kitchen who will be running bike maintenance workshops to teach riders how to keep their bikes in tip-top condition themselves.
2. Everyones welcome
From professional road racers to bike messengers and even Boris Bike riders, everyone is welcome. This is a place without ego or cliques, where anyone who has a passion for bikes and cycling…or who wants to get started….can hangout and immerse themselves in their obsession and chat with other like-mined people. And the semi-pedestrian area around Exmouth market means there’s a really community buzz, which on a sunny day spills out in to the street. Its a great place to just chill and people watch.
3. Cool events
Throughout the residency, Oakley are hosting some awesome events and workshops ranging from film screenings with The Bicycle Film festival, in-house expert talks, exhibitions by Spoke London and adventure cycling rides through the city with Oakley athletes. Book now to avoid disappointment as they say!
4. Prufrock Coffee
Coffee and cycling go hand in hand which is why Oakley have partnered with London coffee-gods Prufrock. On hand to serve freshly brewed coffee and delicious cakes, we recommend you sit back and enjoy the precision, care and passion of the Prufrock barista as they create your brew. Its an art form and wow is it worth the wait.
Best. Coffee. Ever.
5. Subterranean chill out & recovery area
Beneath the space is a service and chill out area that will get any bike geeks heart racing. Designed as a recovery and chill out area for the cities bike messengers and commuters, riders can drop in and get a coffee, dry clothes in bad weather and get warm, as well as charge their phones and use the amazing array of highly organised tools. A place for everything and everything in its place as my dad use to say.
The Oakley residency runs until August and more details and a list of events can be found here. So get your Frogskins on get down there.
WGSN subscribers can read more about the event, interviews and partnerships in the next Active #ICYMI report in early July.
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