When I wrote the last post, I did not intend to start a series about Danish bike design, but yesterday I received my latest issue of ID magazine. This year’s annual ID Forty issue, which prompted today’s entry, spotlights 40 people who the magazine feels are not getting enough credit, in the U.S. at least, for their contributions to the world of design. One designer profiled in the issue is Jens Martin Skibsted, the founder of Biomega. If any of you are not familiar with Biomega, you might want to read the article about them from Wired magazine’s October 2000 issue. I first heard of the company about 5 years ago. At the time they were running a contest to find innovative, alternate ways to use a bicycle in the home. To win a free bike, one had to send in pictures, drawings, or descriptions illustrating their creative idea. As I have mentioned before, I like the idea of designing city bikes to fit visually into an urban interior environment. For the target market that Biomega is trying to reach, I think their approach is right on. Expensive “lifestyle” bikes that are user friendly and well designed, yet geared toward non-enthusiasts certainly have a place in the market. Biomega is a great example of a company that doing well selling bikes to a growing niche market outside of the mainstream cycling industry.
I am not going to get into a discussion of the individual bikes that Biomega makes or the high profile designers who the company commissioned to design them. Several other blogs, Boing Boing and Cool Hunting to name a couple, covered the new UM bike for Puma when it came out last year. Biomega’s other bicycle designs can be seen on the company’s website. Congratulations to Skibsted and his company on earning a place in this year’s ID 40. Riding a bicycle really is a great experience. I am a fan of any company that aims to introduce that experience to a wider audience.