In the process of creation it’s rare that the reality ends up exactly the same as that which was imagined in the beginning. So it is with Cyclorama. We had a good idea which products we wanted but we didn’t actually know for sure who would participate, we didn’t know what images would be used and we definitely didn’t know what was going to be written about exhibitors themselves and their products.
- Encycleopedia issue one
We’ve been working flat-out on Cyclorama for many months now; Jim, Camilla, George and me. Last week during the move we had to remove what felt like several tons of old magazines from storage in the old unit and shift them to shelves in this office. I happened to pick up an old copy of the first Encycleopedia (as you do) and flicked through it.1
As I was casually flicking through that old Encycleopedia, who should I see but Condor Cycles! ‘Brilliant’, I thought. Condor were one of the first companies to sign up to Cyclorama. It is a legendary brand, a great bike shop and it has a well-earned reputation. I’m a big fan (my girlfriend rides a Campagnolo equipped Condor road-bike) so it was great to have them aboard. Cool coincidence.
Then I turned the page to discover Brompton. And another page to find Leitra. And then Timbuk2 bags. And Alleweder, Radnabel ATL, Culty, Greenspeed, Pedersen, Mesicek, Sogreni, Staller Studios, Main Street Pedicabs and Bernds.
This issue I was thumbing through was just one of the five Encycleopedias that Jim produced, but I have absolutely no doubt I would find many more Cyclorama exhibitors in other issues. I was amazed. These are small companies which took a big gamble all those years ago when Encycleopedia was a completely untested concept. And as soon as they heard about Cyclorama, they jumped at the chance to participate.
Cyclorama is Encycleopedia re-born for the digital age. The whole thing from concept to business model is nearly identical. Encycleopedia, a great idea in its time, stopped in its wheel tracks by the logistical nightmare of delivering tons of paper around the world. But while it was going it was a great success and people haven’t forgotten. When we go to trade shows it’s amazing to see the great reception that Jim still gets from folk in the trade after all these years. His visionary publications helped many companies and their products find a market.
Cyclorama is really taking shape now. It’s not exactly as I imagined it four years ago when Jim first approached me (it’s better actually), but the really encouraging thing is that all these exhibitors believe in Cyclorama as much as we do.
..there’s still a long way to go.
So why are we doing this? What is our motivation? What is the point of Cyclorama beyond being a marketing tool for a few niche manufacturers? As you are probably aware, we are based in the UK, a very car-centric country. We are cyclists and we want to do what we can to inspire more people to ride bikes – to demonstrate to people that one car might be replaced by something like a Bernds folding cargo bike. Simple……! Not.
Check out the picture below, taken Saturday afternoon at a shopping mall which I pass every day on my way to the office. The mall and the car park were rammed by the way.
Invasion of the cyclist snatchers??
1Like many of you I was once an Open Road Publications subscriber. I still have them all somewhere. I’ve been reading Jim’s periodicals for nearly as long as he’s been publishing them. New Cyclist and then Bycycle. Bike Culture. Encycleopedia. Inspiring stuff. We have a lot to live up to.
Tags: Bike Culture, Bikeshed, Bycycle, Condor, Cyclorama, encycleopedia, New Cyclist