Shimano Cities

In 2016 Cycle Space director Steven Fleming was engaged by Shimano to be a brand ambassador for their Metrea range of urban bike components. The role involved appearances at Bike Expo New York and the New York 5 Boro Bike Tour, leading to a presentation to a meeting of the world’s bicycle industry executives at EuroBike 2016 regarding the future of urban cycling.
For that presentation and subsequent media, Cycle Space produced a vision of the city of the future: the bicycling world’s answer to General Motors’s Futurama exhibition at the 1939 World’s Fair in New York.

For those not familiar with brand ambassadorship, it can involve some arduous tasks, for example five hour, sixteen course meals in restaurants like Bouley in Tribeca with an owner and the chief designers of the legendary bicycle components brand Shimano.


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