Lazy rides towards an unknown destination, just looking for adventure. The summer is too short to not love every minute of it and you want to spend it with your friends just riding around. The bike comes out when the heat is on, and has all the components for you to shine. The bike is built for fun and you live for it.
The sun is up and you just can't help but smiling, you are free from work and so are your friends. You have big plans on being spontaneous and its only fun and games on the schedule. From parks to beaches, were you go dosen't matter as long as they have beer and good company.
Somewere in the back of your mind you know that the leaves soon are turning red and yellow. In a land with short summers and long winters you learn that every sunny second is precious and that you have to live in the moment.
Films made by Gustav Max Lindholm and Kristin Elizabeth Løberg
Thanks to Rasmus Vasli and Yixuan Jiang for stepping out of their comfort zone as a gallerist and fashion designer
Longer rides are part of the weekly commuting. Getting you from A to B in an efficient manner and fast manner. The bike is like an old friend of yours, one that would follow you in sunshine and rain and will hold on to your valuebles, so you can focus on the road.
You can feel your heart pumping blood down to you legs, they scream for more and it burns in that lovely way. Your mind is completely calm, cars are passing by and the thought of their owners going to a crowded gym to stay fit makes you smile. Your gym is here, the asphalt is your weight and the wind is your music.
The sun is slowly climbing over the horizon, you change gear and speed up. You know in your heart that this is the way to go. To do something about the shortcomings of standardised products rather than accepting to live with them is to make progress. The maker revolution is here, and inspired riders are encouraged to prototype, play and explore the E22C as a prototyping platform to continue pushing the incredibly refined commuter envelope. A flexible grid of holes enables users to attach different accessories in order to quickly change not only the carrying capabilities of the bike but also empower simple user-inspired solutions to their changing needs.
Films made by Gustav Max Lindholm and Kristin Elizabeth Løberg during a workshop at the School of Industrial Design with supervision from IDEO, London. Curious about the making of each bike? Check out the video here!
Short rides through an urban environment in a country where the seasons sometimes do everything they can to stop you. The bike is always with you, helping you to reach your destination, offering you flexible storage, letting you live a spontaneous student life.
Charged up with both the excitement and the anxiety of being in a new town, you just want take it all in at once. Riding from different sides ot the town, looking for the best place to study, the cheapest pub or a nice spot in the park to have a barbecue with your friends.
The town acts like a jungle serving new adventures behind every corner. It’s a life of freedom but also with new responsibilities. You just started a journey towards a different you, a journey where you’ll be both lost and found.
One day you’re gonna leave this town as a grown up, but lets cross that bridge when we get to it. Lets cross on a Mårten.
Film made in cooperation with Gustav Max Lindholm