The calm before the storm
August 7th, 2018
Words: Virginia Cancellieri
THE CALM BEFORE THE STORMSaturday, 8th of July - it’s early in the morning, almost nervous to check if our booth was build up the way we planned it months ago. With the morning sun in our back and our tiredness after more than eight hours by carfrom our home in Finale Ligure, Italy, we’re entering hall number B4 looking for our first stand at our first sports exhibition we’re participating. There it is: Booth number B4-304 - designed exactly the way we wanted to have it: white, lit and welcoming - it’s position is at a corner of the hall , giving every visitor the possibility to pass by and see what customized bikes of the future are look like. The air in the hall is sticky, it’s way too hot - but after an exhausting session of unpacking and preparing our six unique bikes, the last step of the preparations has to be done: installing the coffee machine to survive the next days - and having nice conversations with friends, other participants and visitors.
DAY ONESunday, 9th of July - we wake up early, heading straight to the area of the EUROBIKE, driving along the beautiful and impressing lake “Bodensee”. We feel ready, motivated and well prepared for our launch. The first hours of Day one, are passing slowly, not as many visitors as we’re expecting at our stand. But our impatience disappears quickly - with each minute the hall and our stand is getting more and more crowded. It feels good answering all those questions about our young brand, such as “Can you really make custom bikes with a monocoque structure?”, “Where in Italy is the frame manufactured?” or simply “Never heard of EXEPT, but you guys look like you mean it serious. What is it all about?". More than this: it’s satisfying for all of us representing our brand with the black swan as our logo - symbolizing contrast and distinction in the genus of custom carbon fiberframe manufacturers. With the realization that our guests like the simple design and the few, well chosen spots of color on our bikes, we leave the booth exhausted but happy at day’s end, ready to explore the region that is hosting us.
Words : Corrado Grassi
"It was a real pleasure to present and describe our beautiful work, it’s not just about the work — there was something more, call it passion, love, or whatever you want"
"It feels good answering all those questions about our young brand, such as “Can you really make custom bikes with a monocoque structure?”, “Where in Italy is the frame manufactured?” or simply “Never heard of EXEPT, but you guys look like you mean it serious. What is it all about?". "
Words: Wolfgang Turainsky
DAY THREEThird day of the show: the day after the Eurobike party. A little hangover makes the first two hours a bit a tough. Since the big brands have abandoned Eurobike for their own house shows, and e-bikes have become the dominant category, the dynamics of the show have changed drastically. There are fewer visitors, which results in zero traffic jams each day before the show opens, so visitors can take it easy in the mornings. That helps us get back on track and get ready for those who’ve come specifically for EXEPT.
DAY THREEWhereas on the first day, people stroll around to discover new stuff, new products and new brands, on the third day word-of-mouth has driven them directly to us. They’ve heard of a monocoque custom bike, of a cool-looking new Italian brand, or of the most innovative road bike at the show. It’s great to see the excitement build — this gives us the extra push needed to survive the rest of the day, and especially for one of our most important media meetings of the whole show, unfortunately scheduled for the last meeting slot of the entire show. After that meeting German beer bottles are popped open; we take a moment for ourselves, Eurobike 2018 is done and dusted. Around us the first brands start packing up and we shift our minds toward the next milestone. Production starts in mid September and there is still some tasks to do till then.
Footnotes: Words by Virginia Cancellieri, Corrado Grassi & Wolfgang Turainsky | Photographies by Virginia Cancellieri
Location: Friedrichshafen, Germany