MNML sought out to create an all-season ride that exemplified the idea of rugged refinement, as Watson put it, reflecting the studio’s usual philosophy of reduction and purity. The team tackled the problem by doing exhaustive field research and then building a story—a day in the life of a cyclist that would serve as the litmus test for whether the final design really works. Chicago shapes the narrative—dealing with inclement weather, hauling a ride up to a walkup apartment ,and navigating potholes. Photo courtesy of MNML. Photo 2 of 3 in Virtuous Cycles: The Bike Design Project

Virtuous Cycles: The Bike Design Project

2 of 3

MNML sought out to create an all-season ride that exemplified the idea of rugged refinement, as Watson put it, reflecting the studio’s usual philosophy of reduction and purity. The team tackled the problem by doing exhaustive field research and then building a story—a day in the life of a cyclist that would serve as the litmus test for whether the final design really works. Chicago shapes the narrative—dealing with inclement weather, hauling a ride up to a walkup apartment ,and navigating potholes. Photo courtesy of MNML.