Cycling has been an integral part of the European culture as well as cities across the world. While design industries pay a substantial amount of effort in designing bicycles, this Swedish -based studio, Fredrik Gertten, has undertaken the challenge to create the invisible bicycle helmet that liberates cyclers from bulky, sometimes distracting and often burdensome, conventional helmet. For the past 7 years, two female designers have led the research and design process to ensure this vision and concept is realized through well-considered, calculated and engineered approach.
The video is directed and put together in a beautiful way, just as the product is aesthetically articulated. This designed apparel can potentially be altered according to users’ preference and taste of colour and fabric, making it the new fashion statement for urban cyclers. A revolutionary design is composed of ideas such as these; pragmatic, life-enhancing and the potential to bring forth the individuality of users.