Le Coq Sportif celebrates the 100th Tour de France at Harrods with an Installation by Checkland Kindleysides

To commemorate the centenary year of the Tour de France we have created a shop-in-shop which celebrates the Le Coq Sportif’s involvement in this iconic race.

For the 100th anniversary of the Tour de France, the brand is sponsoring the iconic ‘Maillot Jaune’ (yellow jersey). Marking the occasion they have also designed a limited edition clothing range, producing just 100 of each item, this range will be sold through a bespoke Tour de France installation that we have created for Le Coq Sportif in Harrods.

The central theme of the design is a yellow ‘mountain range’; depicting the stages and gradients of the Tour, it creates a hanging rail off which shirts can be merchandised, whilst product below sits on shelves marked with the names of the various stages of the competition.

Continuing the theme we designed a glass topped display case to present the limited edition range which sits atop bike frame legs, alongside racing handlebars are mounted on the walls to merchandise caps.

The brightly coloured shirts stand out against a black backdrop, which is punctuated by a tricolore marking Bastille Day and a green stripe marking the final time trial of the tour.

“In the same year as the 100th edition of the Tour de France, the brand celebrating its 131st anniversary and the opening of Le Coq Sportifs first ever store in London, this is the perfect time for Le Coq Sportif to be stocked in such a prestigious retailer,” says UK Country Manager, Mike Routledge.

“The Tour de France Centiemme collection is truly unique, working with Checkland Kindleysides enabled us to create an original retail experience for cycling enthusiasts and Harrods lovers.”

The installation will be open from the 12th June until the 7th July on the 5th floor at Harrods.


About Checkland Kindleysides
Checkland Kindleysides is an international design consultancy, renowned for our pioneering and inventive approach to brand communications and retail design. We bring together a collaborative mix of talents and skills to create compelling, category leading brand experiences in a wide range of global and local markets. We work with some of the most recognised and respected brands, including Sony Computer Entertainment, Beats by Dr Dre, Wrangler, New Look, Dr Martens, Virgin Atlantic, Umbro, ASDA and Interface.

Specialties Retail Design, Workplace, Brand Experience, Events, Brand Identity, Pop-up, Branding, Merchandising, Restaurants, Museums, Strategy & Insights, Art Direction / Photography, Bespoke Furniture