To satisfy the requirements of the National Museum of Ireland, RockCouture took on a new dimension in 2006, when the project was transformed into an authoritative world class exhibition that set out to answer many questions regarding the history of the electric guitar, illustrating how this iconic musical instrument has influenced culture and society since its invention in 1931.

The exhibition generated huge media exposure and attracted a new generation of visitors to the Museum; it also won a major award for learning. In Paris,a ticker tape parade lead by 100 vintage Harley Davidson's, set the scene for RockCouture at Galeries Lafayette, before the show moved on to London where it rocked Harrods in 2007.

Video Nick Rhodes from Duran Duran talks about RockCouture