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Can the opening ceremony also turn into a like-minded party? Recently, in Beijing's famous Internet celebrity punch card - 751D · PARK, the official opening of the new store of British brand Royal Alloy in Beijing, different from the "mainstream" opening ceremony that I have participated in in the past, the opening ceremony of the Beijing Shushu RA store subverted the impression given by traditional motorcycle dealers, and really made me feel a unique experience derived from the old British style.
As the earliest batch of agents of RA motorcycle dealers in China, Shushu Locomotive is located in the 751D · PARK Beijing Fashion Design Plaza A8 merchants, adjacent to Beijing's cultural and artistic resort 798 Park, is almost surrounded by art exhibition space. In this park full of artists, such as a motorcycle storefront that stands out from the crowd, it does not appear to be abrupt, and the fundamental reason is that Shushu is not the traditional offline marketing terminal that you buy and sell, but a kind of exhibition and feeling space of the experience hall type, in addition to zero-distance contact with RA's full range of products, it is also surrounded by the modern culture advocated by RA, and the feeling of modern culture is fully felt.
Why it was named "Beijing Shushu RA Shop", in fact, there is an interesting story here. The name of the tree is only because its earliest storefront was broken out of the room by three large trees, and the casual owner regarded these three trees as the soul of the storefront, although the current scale has been expanded and moved away from the original location, but the name of the tree is still retained. As a result, Shushu has put more emphasis on lifestyle experiences, in addition to motorcycle riding, rock and roll, parties, and free talk between like-minded friends... All in all, it's not just a shop selling cars, it's a stronghold for people who love life.
Having said the origin of the store name, let's talk about the RA brand, "RA" full name Royal Alloy, is a British motorcycle brand focusing on retro scooter categories, and at the same time with a unique "Mod (modern)" style, led the fashion trend of the 60s and 80s of the last century. Parker coats, modern music and motorcycles are iconic elements of Mod culture.
In an era when World War II had just ended and young people with nowhere to squander their youth, people needed not only a dexterous and convenient means of transportation, but also an object of affection, especially for the victorious Britain. As a result, a large number of motorcycle products have sprung up, and different genres such as Cafe Race and Mod have been derived in the Uk. Especially in the release of the classic movie "Quadruple Personality", it is a move to push the Mod-style scooter to the cusp of the times. The RA is a classic replica of that era, which continues the iconic products belonging to modern culture to this day, and continues to give many motorcycle enthusiasts a unique and charming cultural experience in the current era.
In the impression, the layout of almost all motorcycle dealerships is: densely displayed all the products for sale, surrounded by cycling equipment, brand peripheral products and other income-generating categories, but here in the tree, in addition to the few RA display models in the corner, it is difficult to connect it with a motorcycle store.
From the moment you enter, the huge space is completely devoid of any motorcycle elements, and the rock stage, professional lighting equipment and Punk-style decoration make people more willing to believe that this is a LiveHouse. Coupled with the entertainment facilities such as table football and dart machines on the side, it seems to make people dream back to Britain... These exhibitions are just right in harmony with the atmosphere of art parks such as 798 and 751.
Compared with the sale of RA products, Shushu pays more attention to passing on the modern culture represented by the RA brand to more people. If you have ever been or will come to Shushu to feel the modern charm of the RA brand, then this group of friends of Shushu will be able to impress you. What is different from the professional concierge, sales and other personnel structure of other brands is that everyone here shares the RA with you at the same time as another layer of identity, such as rock band members, such as handmade leather craftsmen, such as hair lovers... Dealing with this group of people can also feel that they are not simply selling cars, but enjoying this way of life.
In the opening ceremony, one of the most anticipated links was the RA full range of scooter test drives. RA has prepared models such as GP300 and TG300S for the media, and the small and flexible body is combined with smooth and powerful power to travel through the city with ease. Although the test drive is only a few kilometers long, it can ignite the passion in our hearts in the winter days of Beijing, which is the charm of the motorcycle, which is the way of life that RA yearns for freedom.
Editor's Comments:
The reopening of the tree not only brings a RA brand grass planting experience hall in Beijing, but also allows more Mo friends and more people who love life to have a stronghold, so that you can not only buy vehicles here, feel the cycling culture, but also meet more like-minded partners and feel the beauty of different styles of life. Even if you just think of it as a pure midnight party venue, it's a unique experience.
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