W wanted to attract influencers and PR for London launch as well as build their brand's association with design.
The Boris Bike had just launched and Fixies were dominating culture.
Priceless coverage in every style publication including British Vogue and Harper's + newspapers inc. Evening Standard + The Independent.
W occupancy for launch
We challenged UK designers and artists to create a fixie that hotel guests could use. The bikes were amazingly PRable and continued to ride a wave of publicity when we auctioned them for the Elton John Aids Foundation. We also made a film with fixie trixter Jordan Smith riding one around the W.
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