Urban Yard at Interbike to Highlight Urban Cycling
Vintage and modern bike displays, bar, ‘City Style’ fashion show and ARTCRANK installation highlight category
SAN JUAN CAPISTRANO, Calif. – August 29, 2011 – To celebrate urban cycling and give the fast-growing category a dedicated platform, Interbike will debut the Urban Yard, presented by Chrome Industries at the industry trade show Sept. 14-16.
“Urban cycling culture is here to stay and it’s providing our industry with an incredibly dynamic landscape of products and lifestyle identities,” said Interbike Managing Director Pat Hus. “At Interbike, we wanted a way to showcase the excitement and energy around urban cycling and the Urban Yard provides a high-visibility, unique way to do that.”
The Urban Yard will occupy separate areas of both floors of the show. Near the east escalator the Urban Yard will feature a cash bar in a converted panel van surrounded by picnic tables and bike displays showcasing the evolution of urban cycling from vintage track bikes to modern collaborations and fixed-gear freestyle bikes. A newsstand with urban cycling and culture magazines will be in the area as well.
Also in the upper floor Urban Yard will be an installation of bicycle-inspired poster art from ARTCRANK. Founded in 2007, ARTCRANK has curated shows across the country and in Europe, bringing local artists together with a city’s cycling community to strengthen bike culture. Interbike attendees will be able to peruse the exhibited posters, and purchase limited edition versions with $5 from each purchase going to People For Bikes.
“ARTCRANK is about creative ways to express what riding a bike means,” said Charles Youel, founder of ARTCRANK. “Holding ARTCRANK at Interbike is like throwing a poster show in the epicenter of bike culture.”
The Urban Yard on the street level portion of the show floor will highlight the clothes that define urban commuting and riding. It will also be the home of the Interbike City Style Fashion Show, presented by Momentum Magazine, which takes place on Wednesday and Thursday, September 14 and 15, at 2 p.m.
Adjacent to the Street Level Yard will be Interbike’s new Pub featuring a variety of beers and pub-inspired food choices. The Circulus mini-velodrome will be nearby, also helping to highlight the track origins of the urban movement.
“Over the last several years, there has been an emerging category that was, at first, exclusive to riding track bikes in urban environments for their simplicity that has grown to include an aggressive approach to urban riding similar to that of BMX,” said Matt Sharkey, director of marketing at Chrome Industries. “The Urban Yard is here to acknowledge and celebrate this category and also to acknowledge the evolution of the track bike from the velodrome to the customized and contemporary geometries that were born from it.”
Now in its 30th year, Interbike is the largest cycling expo in North America, with 1,100 cycling-related exhibiting brands and close to 12,000 retailer buyers expected to attend. For more information about Interbike, visit www.interbike.com.
Founded in 1995, San Francisco-based Chrome is the leading manufacturer of durable, utilitarian bags for city living from Brooklyn to Berlin to Tokyo. Made in the U.S.A and sold in over 600 retail stores worldwide, Chrome has expanded to include footwear and apparel for men and women. You can visit Chrome at their retail shops in San Francisco, Manhattan and now Chicago. For more information, please visit: www.chromeindustries.com.
Interbike (a business unit of Nielsen Expositions, the parent company of the Outdoor Retailer (OR), Action Sports Retailer (ASR), and Health+Fitness Business trade shows) is a full-service trade show company that creates, markets and produces high-quality expos and educational conferences. Producers of the OutDoor Demo and Interbike International Bicycle Expo, Interbike is the leading bicycle industry business-to-business event management company, bringing together top manufacturers, retailers, industry advocates and media to conduct the business of cycling. Interbike (www.interbike.com) gathers more than 1,100 cycling-related brands and close to 23,000 total attendees annually.
The Interbike 2010 trade-only events begin with OutDoor Demo (September 20-21, 2010 in Boulder City), followed by the Interbike Expo, September 22-24 at the Sands Expo and Convention Center in Las Vegas.