September 2, 2014
Amidst the shiny new bikes and accessories unveiled at Eurobike, Europe’s biggest bike show, Nutcase Helmets brought something a little different: live art by the three fantastic artists shown above: Todd Standish (left), Sandra Ramirez (center), and Ray Moore (right).
In our wildest dreams we never imagined (ok, maybe we secretly hoped) that our Unframed campaign, bringing fresh art to the streets and onto helmets, would be such a hit with showgoers.
This photo shows the blank canvases that the artists faced at the start of the Eurobike show.
Below, Sandra with Nutcase founder Michael Morrow.
We have to give a special thanks to Eurobike organizers for helping us make this live art happen at the Nutcase booth. In addition to fantastic ongoing support with logistics and event exposure, Eurobike magazine featured us in two great shots in their “seen at the show” spreads. This coverage may have helped drive people to our booth.
(Below left: the article RadMarkt did on the artists’ series and the new Metroride.)
Generally, the first time you try something new there are bound to be little glitches and roadblocks, yet our first Unframed event was uniquely blessed: the three artists made great art (to be auctioned for one of our favorite partners, World Bicycle Relief), had lots of positive interaction with enthusiastic crowds, and finished their panels in record time. So fast, in fact, that each artist created two panels during the four days of the show.
Below left is one of Ray Moore’s panels.
“Unframed is a huge hit with visitors,” said Nutcase marketing manager Philip Mascher. “There were constantly groups of people standing and watching the artists as they worked, and admiring the helmets they have created for Nutcase.”
Nutcase gave away an artist’s helmet on each of the three days of the show, and social media manager Meghan Sinnott was gratified by the response – one of the people who came back on the second day for a second try actually won a helmet!
Shown below is a finished panel by Todd Standish.
Unframed was a success, but that didn’t stop people from noticing the additional 13 new Gen3 helmet designs we introduced (for a total of 16), or giving us great positive feedback on our just-introduced Metroride sporty urban helmet.
As with all big shows, exhilaration, exhaustion, and bold new ideas happened in equal measure. Unframed will continue with the big Interbike show (booth 1079) in Las Vegas in two weeks, and we’re already thinking ahead to how we’ll continue to work internationally with artists to keep exposing ourselves and everyone else to the unique work of the world’s artists while also supporting World Bicycle Relief.