26/01/2026
On January 9, we had the opportunity to design and produce the Van Rysel Roubaix team reveal.
A project where the concept was pushed to its full potential, aligned with the brand’s DNA and the shared heritage of both the team and the Van Rysel.
The baseline, “We come from a paradise that some call hell,” guided every creative decision: a highly symbolic venue in a deconsecrated church, a cobblestone catwalk rooted in the region, a raw and immersive scenography, an unexpected show for 250 guests and a live YouTube broadcast.
The goal was to make people feel the duality every cyclist lives: suffering versus achievement.
Even the smallest details carried meaning, from the scenography to a tattoo booth run by an artist who collaborated on the jersey design.
Thank you to Van Rysel for the renewed trust, following the success of House of Cycling Dreams last year. A reminder that the most impactful brand experiences happen when strategy, creativity, and ex*****on become one.
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