The calm before the storm

EXEPT made its public debut!

August 7th, 2018

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EXEPT made its public debut from July 7th to July 10th in Friedrichshafen, Germany. It was a first and significant step for us. Yet in the three years since the brand was conceived, EXEPT has developed and patented its advanced monocoque molding process .

Words: Virginia Cancellieri

The calm before the storm

Saturday, 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 one

Sunday, 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.

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?".

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Words: Corrado Grassi

Day two

This was my 10th edition, but (and it’s a big BUT) really my first one as an exhibitor. I’ve always been a dealer in search of new opportunities for the next year.
Now I’m on the opposite side and, after the first day, I can really say that it was amazing.
Day One has gone by, all the worries are gone. Yes I was very worried — worried that everything would go right. I built the bike stands but never tried them; there was no time. I finished building the bikes at 2 a.m., then drove for almost 10 hours. There was so much pressure, we were launching EXEPT — no mistakes were permitted.
But something happened yesterday, during the first day, the voice of the EXEPT bike echoed throughout Eurobike. Lots of people came to see our “creature,” they came to us. They wanted to know, they wanted to learn more about us, and they want to see our EXEPTional bikes. They wanted to know how we could do that…A TRUE CUSTOM MONOCOCQUE FRAME, it was unexpected and, when you see people like the Canyon CEO, who personally came by to say that he is here to see the real EB news, that is for sure a grand sensation.
People stop by, they really come from all over the world, they take a picture, maybe for themselves, maybe to show to a friend, or maybe because they are involved in the cycling world and this is a product that they like and they would like to sell, as a distributor or as a dealer. 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
There was also a little bit of scepticism about our frames, but the know-how of Alessandro and the other guys lifted any doubt.

It was a great day, for sure the day the most number of people came to visit us, and it ended with a beautiful party with so many colleagues from everywhere, all around a swimming pool…and someone said “The Black swan is hungry”…stay tuned … ????

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

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Processed with VSCO with a6 preset

Words: Wolfgang Turainsky

Day three

Third 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.

Whereas 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.

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Footnotes: Words by Virginia Cancellieri, Corrado Grassi & Wolfgang Turainsky | Photographies by Virginia Cancellieri

Location: Friedrichshafen, Germany