This year, the Ruff Cycles crew set out to rock the Eurobike again. Despite the trade show celebrating its 30th anniversary, you can expect the unexpected at this event with festival character. True to its motto “Bike & Future Mobility,” exhibitors will present innovations, premieres, patents and futuristic designs. This year, the organizational framework alone guaranteed superlatives: for the first time, the Eurobike was held in Frankfurt am Main, transforming the huge 140,000 square meters of indoor and outdoor space into a vibrant “Eurobike City” with a whopping 33,780 trade visitors and an additional 27,370 regular visitors!
In addition to Frankfurt’s reputation as the secret hip hop capital of Germany, the urban, modern and cosmopolitan setting of the show offers exactly the habitat in which our cruiser bikes feel most comfortable, sort of species-appropriate. Generating attention on such a big stage is a challenge, but we had a lot on board to help us do it: with our individual, distinctive bike designs at hand, with our focus on independent in house production from initial concept to final delivery, with our European frame production and assembly in Germany, we were well prepared to storm the Fortress Europe.
For our booth, we wanted as little “off the shelf” as we do for our bikes, so we designed our space and decor on our own to properly convey the Ruff Cycles spirit. This resulted in a stand that was not only visually striking, with black walls, industrial fence elements and disco lights reminiscent of the atmosphere of a club cage or warehouse party. Also in terms of acoustics, our guys DJ Brieuc and Goggi took the appropriate soundtrack for the show to the decks and attracted a lot of attention. Some visitors who came for the bikes spontaneously stayed longer for a beer, a round of basketball and a chilled conversation to good music.
Despite our Sicker than Your Average bikes scoring a lot of points against this background already, the full experience doesn’t come across until riding them! So we provided our Lil’Buddys as exhibition vehicles for the event staff. We take the praise and smiles of the insiders and experts from the trade fair team as a great compliment. But beyond that, we also wanted to make the driving fun tangible for regular trade show visitors and invited them to test drive at a second outdoor booth. The thousands of test drives during a few days made us especially proud here!