Since their arrival in 2011 men’s style destination MR PORTER has continually reinvented the men’s retail space and with their foray into sporting apparel & products last year, the ambitious nature of their latest adventure should come as little surprise. MR PORTER recently announced a partnership with London Nocturne; the capital’s fast paced cycling event celebrating its 10th anniversary. To celebrate the new partnership, MR PORTER commissioned a special illustration, to capture the essence of London’s famed cycling event, whilst alluding to the new style direction envisioned by the MR PORTER brand:
“When looking to create the campaign imagery for the MR PORTER London Nocturne, we wanted something that was different to previous Nocturne communications, and that instantly felt very MR PORTER. With the illustration, we wanted to be quite playful and use colour to accent the variety of different races that will be on throughout the day and make sure it was instantly identifiable in London.”
_ Ben Palmer, Creative Director at MR PORTER
JUST WHAT IS THE LONDON NOCTURNE?
The London Nocturne has grown each year since the inaugural event in 2007, establishing a reputation for world-class city bike racing combined with fun elements like the Penny Farthing Race, Folding Bike Race, great food and drink and a party atmosphere. The roads around the City of London are closed for a day each summer as cars and lorries give way to two-wheeled traffic of all kinds.
Previous winners at the London Nocturne include Olympic Champion Ed Clancy (JLT Condor), Ian Stannard (Team Sky), Alex Dowsett (Movistar Team) and Hannah Barnes (UnitedHealthcare Pro Cycling).
This year’s MR PORTER London Nocturne will take place at a new, larger circuit in the heart of the City, with St Paul’s Cathedral providing an iconic and inspiring backdrop. The variety of races range from the more niche and specialist, including the Folding Bike and the Penny Farthing races, to the Elite Criterium where the world’s best cyclists are racing at optimal performance.
This race, titled the MR PORTER Men’s Elite Criterium, is the pinnacle competition of the day featuring professional tour cyclists, riding under floodlights for 50 minutes and 5 laps around the circuit, where the winner will claim the top trophy and £1000 cash prize fund. Double Olympic Gold Medallist Mr Ed Clancy MBE won in 2015.
“MR PORTER is a brand synonymous with style so we are looking forward to working together to make the London Nocturne better than ever. Like the Nocturne, MR PORTER has a rich heritage in London making them the perfect partner as we move to a more prestigious location in the heart of the City.”
_ Mr James Pope, London Nocturne Founder
At the Start/Finish straight on Cheapside, MR PORTER will host a hub showcasing a styled selection of cycling and contemporary apparel. Attendees can browse the collections whilst enjoying a curated selection of food and drink served at the MR PORTER hospitality area. MR PORTER Taxis will feature during intervals and parade laps before each race, with further MR PORTER branding throughout the track layout, gantry, and podium presentation.
With expected crowds of over 10,000 people, there will also be live coverage on Eurosport to 137 million households across 54 countries in 20 languages. Viewers can watch via Eurosport TV, Eurosport.com, Eurosport App and Eurosport Player.
WHERE: Start/Finish straight on Cheapside, London
WHEN: Saturday, 4th June
TIME: 4pm to 10.15pm
EDITOR | SAMSON