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The eagerly awaited unveiling of the iconic Triumph Bonneville range
WRG were tasked with bringing the iconic British brand Triumph to life by launching the new Bonneville range, and showcasing its heritage as well as its future. We needed to ensure the experience was true to the brand to engage its loyal followers.
A key challenge we faced was the chosen venue was still in construction, being transformed into the Bike Shed Motorcycle Club in Shoreditch, London. We needed to create the right infrastructure to launch the bikes as well as create three different experiences in each of the railway arches.
At the Bike Shed Motorcycle Club, London, WRG created a Triumph-branded experience featuring the beautifully crafted Bonneville motorcycles, interactive installations and the Manx TT Superbike arcade racing game.
A fully kitted out customisation garage paid homage to the Bike Shed and the craftsmanship of the Hinckley Factory team. The Triumph team brought their paint shop and final assembly teams to make the finishing touches to the Bonneville range. The range features five new models: the Street Twin, T120 and T120 Black, Thruxton and Thruxton R.
The launch event was attended by Triumph fanatic and Legend star, Tom Hardy, Twilight star Kellan Lutz, Golden Globe winner, Gillian Anderson and racing legend Carl Fogarty, known as Foggy to his fans. Actor, Idris Elba took to the decks and DJ’d until late.
“We were impressed with WRG’s insight and understanding of our brief. Triumph is an iconic brand and the launch of the new Bonneville range is incredibly important to us. We’re delighted that WRG have got into our brand mindset and created a fully immersive brand experience.”
Head of Brand Management, Triumph.
Experiencing the noise and smell of the 5 strong range being ridden into the railway arch for guests to see up close.