Launching a new brand through a meaningful consumer experience at the world’s biggest cycling competition.

Client: CADEX

Shows: World Cycling Championships

Location: Harrogate, UK

What we did: Pop-Up Consumer Experience, Spatial Design, Customer Experience, Product Displays, Audio Visual, Motion Content, Manufacture, Installation, Dismantle.

Budget Range: 30K - 40K

Purpose:

CADEX launched as one the world’s leading aerodynamic wheel systems for the most serious of cycling athletes in 2019. Following the success of the press launch at the Tour de France grand depart in Brussels, this 2nd event was the World Road Championships in Harrogate, Yorkshire. Whiteroom were commissioned to create a high value brand experience, one designed as an introduction to the brand. The concept was to create a destination for the Championships where spectators could attend athlete talks, watch the live streaming of the event with a coffee, followed by photo opportunities with their athlete idols.

“Exceptional work from conception to launch and capture, the team at Whiteroom have created something really memorable for all involved”

— cadex brand director

Result:

We achieved the perfect balance of product presentation and human experience. Our space intertwined enjoyment, relaxing and learning for an experience that brought real value to both members of the public and event fans. CADEX was at the heart of the whole event with presentations of the product range to explore and discover through clever story driven video content adorning the walls and display screens. The photo space was a true hit throughout the event with fans flocking to get a shot in and get their hands on the free merchandise – who doesn’t love a freebie, after all?