The challenge was to turn a historic global race brand into a permanent offline experience — something Tour de France had never done at this scale before.
The Hub needed to carry multiple functions within a limited space: brand storytelling, community interaction, retail, bike services, food and beverage, and large-scale event support. It also needed to encourage active participation while remaining flexible enough for race-related gatherings of up to 20,000–30,000 people.
The result was a multi-functional brand experience center that helped Tour de France build a stronger offline presence in Shanghai — connecting brand culture, community, retail and event activation in one destination.
The Hub gave the brand a flexible platform for daily consumer engagement as well as large-scale event moments, transforming a global race IP into a local, participatory brand experience.
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(2016-25©)
