TENWAYS – Energized Urban Ride
Back to Projects list- Location
- Frankfurt, Germany
- Year
- 2024
The international e-bike company TENWAYS is presenting itself in the center of a fictitious city at Eurobike in Frankfurt. Under the slogan "Energized Urban Ride", the brand, which was founded in 2021, focuses on style and performance and appears in a refreshingly young, ecological way with a strong awareness of spatial communication.
Inspired by stage setting, hanging graphic panels create areas and volumes that convey the feeling of a "pop-up city". The spotlights focus on the main protagonists: layered stages present the various e-bike models, complemented by atmospheric lightwalls that emphasize the unique details of the products.
With facades up to seven metres high, the TENWAYS city is set up in the trade fair area. The pictorial architecture is angled: Depending on your position, a new view of alleys and a piazza opens up, inviting you to take a stroll. The clou: the familiar-looking European facades do not exist in the real world - with AI, we were able to create our ideal city for TENWAYS. The dusky evening atmosphere conveys this special urban flair, in the middle of a charming neighborhood. Lots of greenery and real trees emphasize the feel-good factor.
The urban setting creates a city that presents the e-bikes in an ideal context and focus. Sustainable concepts are important to us and TENWAYS. We are very happy that the fabric graphics will be reused in retail spaces. The rented trees returned to the tree nursery after the show. All in all, a brand presence that promises more "energized rides" in the upcoming years.