Architecture is in my blood. It’s in my eye, in my shutter finger and for the most part, mandates how I look at the world, including cycling. Life happens in elevation (not the climbing kind) and part of the reason I enjoy traveling overseas so much is seeing how serious people take presentation… Most recently, the architectural detailing of the booths at Eurobike.
I couldn’t help it. A majority of the bikes were either “WTF” or “What. the. fuck.” – I found it all incredibly disconnected from the US market in a lot of ways, which isn’t necessarily bad – but it made me hard to relate to the European market. Seriously, who the fuck wants an e-MTB? And that’s just one of the many moments I had over the past week.
One of the saving graces I encountered, amongst the bad marketing, body painting, weight weenie talk and general disconnect from “the ride” was the abundance of architectural detailing in the booths. While the European industry may not relate to me so much through their cycling language, I admired the attention to detail for a very ephemeral event. Hell, I seriously think more thought went into the booths than into the bicycle design!
Check out a few shots I snapped while navigating through the madness in he Gallery!