"The experience directs design."
The Classique Collection was not born in the 21st century. In essence, it was created long ago. Photographs and artifacts of cycling's forbearers signaling the elegance, agony and beauty of the sport. The pictures painted the experience vividly, and the Classique Collection aimed to rekindle that experience for today's riders.
Establishing and communicating a mood/vibe to internal customers creates a unified vision, expectations and execution. The Classique Collection spoke to riders who demanded modern performance, without all the flair and flash that cycling had become synonymous with. It is just as important to establish what you will "not be" as what you "will be."