RRLAB
Client
Ruta Rosa
Category
Retail
Location
Medellín, Colombia
Interior Design
F05
RRLAB is a cyclist experimentation and meeting space where culture, community, design, aesthetics, and fashion intersect, forming a celebration of road cycling through a curated selection of product and experience. Its image seeks to awaken a passive and routine category through electric graphics that provoke and challenge the visual and mental 'status quo.' RRLAB was trapped under a slow visual style, very associated with the elegance that a decade ago, seduced the cycling category. We realized that not much was happening and that brands were walking a conservative automatism that "unified" almost everything; RRLAB was born as opposition to the norm; without losing class (or chapeau!) extends mentally and graphically its system to inject life into a sport that needs electricity everyday.
