Brompton Australia back at TOUR DOWN UNDER
12-21 JANUARY 2024, ADELAIDE
On the back of 2023’s MILK BAR pop-up, Brompton Australia was back again for the 2024 Tour Down Under.
This year’s activation was another team up with Melbourne cycling apparel brand, Pedla & their community based, Local Loops Cycling Club.
The concept, devised by Brompton Australia’s Malachi Moxon, was Local Loops Bike Punks.
In London1976, punk music captured the spirit of a movement, attitude & fashion. This was the year Andrew Ritchie produced the first Brompton Bicycle prototype. His spirit of bucking the mainstream, individual freedom & creativity is at the heart of the punk ethos.
Similarly, Pedla’s do-it-yourself attitude, approach to art in design & not-selling-out stays true to punk ideals.
Local Loops Bike Punks activated the Room on Fire premises at 4 Hindmarsh Square in the centre of Adelaide for the duration of the TDU celebrations.
The location was a specific choice. Scouted out by Moxon in 2023, Room on Fire allowed Brompton & Pedla to engage directly with Adelaide local businesses - including next door Carton Deli, for post ride breakfasts & also next door, LOC Wine Bar for evening cool downs from 3pm, as well as for their TDU closing party on the Saturday evening.
The space itself showcased the one off Punk Brompton, hand-painted by Steve Munyard at Sun Graphics.
Brompton limited edition TDU teeshirts & totes were available along with the Brompton X Pedla co-designed TDU Local Loops Punk Jersey.
The shop was also was the start point for social rides organised by Adelaide’s MOOD Racing Group, as well as the Thursday evening Brompton Bike Punks on Tour group ride.
The Local Loops Bike Punks pop-up consolidated Brompton Australia’s image as offering a seriously fun ride on an elegantly designed & practical bike.
Public interest & general brand awareness was further supported during TDU via media coverage & social media engagement, particularly around the Saturday night Oakley TDU Carpark Climb which saw three riders compete on Bromptons.
CHECK OUT THE MEDIA COVERAGE:
