Collider Goes Slick and Minimal With Specialized

Collider was briefed to design a stand for Specialized at the 2016 London Bike Show.

Collider was briefed to design a stand for Specialized at the 2016 London Bike Show.

We based our design on Specialized’s own wind tunnel (called the WIN Tunnel) facility in the US – used to test their new S-Works Venge ViAS roadbike. Our design aimed to give credit to Specialized’s ingenuity and relentless pursuit of perfection.


The first thing that came to mind as I lay my right finger on the mouse was the phrase “simplicity is the ultimate sophistication” which lead me to trawl the internet to find out who originally said it…Leonardo Di Vinci? No. Steve Jobs? No. Not even the internet knows…but all I could conclude was that it evolved from somewhere.

Kind of like Specialized – who’ve rewritten the rulebook when it comes to aerodynamic road bikes. They launched (among others of course) the Venge ViAS at the show – and with every “tube shape and trailing edge” scrutinised to make the new bike faster –  “Innovate or Die” seemed to be the mantra.

Whereas other brands crammed their stands with bikes, making it difficult to take it all in, we felt strongly that in order to get maximum attention in the frenzied crowd, they needed something that was clean and minimal and showed off only their best products.


Our goal was to show off the aspirational aspect of the Specialized brand. And we did…and the result spoke for itself – the Specialized stand became the main attraction – drawing in amateur and professional riders alike to ogle with envy.

So it goes to show… when in doubt – let the product speak for itself. And when it’s as beautiful to look at as Specialized S-Works Venge ViAS…you can safely say that it’s innovation and simplicity that is the ultimate sophistication.

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