Urban Utility

A modern bicycle with a sleek, metallic frame parked against a yellow brick wall.

A modern bicycle with a sleek, metallic frame parked against a yellow brick wall.

Solid Bike

Urban Utility

Approach

We tapped into the consumer mindset of seeking out new experiences and YouTube Music’s true point of distinction: their unrivaled catalogue of music. We crafted a holistic end to end experience across TV, OOH, digital and launch events with the message, “Open the world of music. It’s all here.”

Challenge

The bicycle is an object that has been innovated on for hundreds of years. We were tasked to design the ultimate urban utility bike. In doing so we asked, “How can a modern bike inspire more people to ride?” Solid is the biking category redefined.

Solution

To inspire everyday cycling, we created the first connected, 3d-printed titanium, lifestyle bike. Solid is a one-fo-a-kind experience complete with a “Discovery my city” companion app, that communicates with the bike to provide guided haptic navigation.

Woman in sunglasses and backpack standing with her bike on a city bridge, overlooking a river and skyline on a sunny day.

Woman in sunglasses and backpack standing with her bike on a city bridge, overlooking a river and skyline on a sunny day.

A young woman stands with her 3D printed bicycle under an overpass, wearing a helmet and casual clothing, with a street and small buildings in the background.

A young woman stands with her 3D printed bicycle under an overpass, wearing a helmet and casual clothing, with a street and small buildings in the background.

A person carrying a bicycle up the stairs outdoors, viewed from behind. they wear a cap and casual attire on a sunny day.

A person carrying a bicycle up the stairs outdoors, viewed from behind. they wear a cap and casual attire on a sunny day.

A person standing on a city street holding the handlebars of a 3D-printed scooter, only the torso and arms are visible.

A person standing on a city street holding the handlebars of a 3D-printed scooter, only the torso and arms are visible.

A modern gray bicycle with a minimalist frame design, featuring black tires, thin spokes, and mounted on a white background.

A modern gray bicycle with a minimalist frame design, featuring black tires, thin spokes, and mounted on a white background.

Close-up of a bicycle handlebar with a textured grip and metal brake lever against a blurred background.

Close-up of a bicycle handlebar with a textured grip and metal brake lever against a blurred background.

Close-up of a bicycle's rear wheel showing the disc brake, derailleur, and sprocket against a solid white background.

Close-up of a bicycle's rear wheel showing the disc brake, derailleur, and sprocket against a solid white background.

Five smartphones displaying various screens of a bike-themed app, featuring navigation options, food, shopping, sights, and information on 3D printed bicycle sharing.

Five smartphones displaying various screens of a bike-themed app, featuring navigation options, food, shopping, sights, and information on 3D printed bicycle sharing.

A person welding a metal bicycle frame in a workshop, surrounded by tools and equipment.

A person welding a metal bicycle frame in a workshop, surrounded by tools and equipment.

Bicycle frame prototype hanging on a wall covered in design notes and diagrams.

Bicycle frame prototype hanging on a wall covered in design notes and diagrams.

A cyclist rides along a road beside a dense hedge under a bright sun.

A cyclist rides along a road beside a dense hedge under a bright sun.