PROJECT PROPOSAL TITLE: Light Your Ride. THEME: New Media Innovation. AIM & OBJECTIVES: 1) To give the fixie riders more enjoyable experience of riding their bicycle with fun and colorful lights. 2) To connect digital art with sports. 3) To make fixie as a safer sports by having lights installed at their bicycle.
4) To explore the possibilities of the capability of technology to convey emotions while riding. 5) To research on the role of technology as a medium or channel in the digital culture. PROBLEM IDENTIFICATION: Fixie is a dangerous sports due of not having gears and breaks. Also, not all fixie bike installed lights at their bicycle, so it is dangerous to ride in night time. Product installation like MonkeyLectric is still very new for fixie in Malaysia. I think it is a safer way to ride so that vehicles can see them clearly to avoid accidents. Also, it is a fun way to connect sports with digital media.
IDEATION & CONCEPT: 1) Pop Culture – Fixie bike. 2) MonkeyLectric- http://www.monkeylectric.com DESIGN APPROACH: 1) Info Graphic 2) Audio Visual
RESEARCH & ANALYSIS: HISTORY Fixie started out as a messenger that delivers good around town. After that, fixie grew as a sports that makes it a raw form of exercise. The popularity of fixie makes it a trend among hipsters.
Fixie for All: It has become a norm that fixie is for youngsters, but it is totally a wrong perception. Anybody from young or old, male or female, rich or poor can ride fixie. Grafa owners, FadliRosli, HalyzaHalim and IrmanHilmi are considered one of the groups that bring fixie in Malaysia. They are in their mid 30s and it is a proof that there is no gender limitation in fixie.
About MonkeyLectric: There are 3 criteria which it is important to fixie riders. 1) Enjoying the commute - There is no argue that MonkeyLectric is fun due to its bright colors, variety of patterns and its constantly changing.
2) Practicality: - It is very easy to install monkeylectric at the wheel. You don’t need any tools to attach it, and the packaging comes along with the manual guide. 3) Staying Safe: - The MonkeyLectric is very bright so it gives higher visibility that increase road safety.
Research Method: Interview Interview session with fixie riders that have been riding fixie bike for atleast 3 years. To get their opinion on fixie itself. Survey Target audience are the people who rides fixie. Own experience Go to places where fixie riders usually hangout like Grafa in SS15, Subang Jaya. Try to fit in with the crowd to get first-hand experience.
ANALYSIS After completing the research methods, what I can conclude is that fixie is suitable for people who are into extreme sports. There are no brakes and gears at the bicycle so it made it dangerous. To make fixie a safer kind of sports, I discover monkeylectric. Monkeylectric is a product installation produced by designers to enhance bicycle rather than just being a sports. It is a collaboration of sports with art.
Contextual Studies: Social Context Fixie normally comes in big groups, like Ratskl, Kulcats, OrganisasiHitam and many more. They usually ride in big numbers, so this is a healthy way of socializing by doing healthy activities. Not just by cycling, there are favorite spot for these riders to hang out and talk about fixie, like Grafa in SS15 Subang Jaya. It is a place where u can purchase fixie items, and chat at their cafe. Also, it is not limited in Malaysia only, but fixie riders from all over the world can communicate and exchange their knowledge in order to grow this sport.
Personal Context For those who are serious with fixie, it is considered their lifestyle. It has become the way of living, they about fixie, wear fixie kind of clothes, and ride their bicycle to any destination. For some people, they do this to stay in shape and get healthy. They do not get bored as it gives them new adventure everytime, and it has become their identity. Some people are known because they are fixie riders, so that is the impact that fixie gives.
Culture Context Fixie has becoming a culture in our world today. From the way they dress, to where they hangout, is being copied by people. Introduced by bike messengers and adopted by street hipsters and young professionals, fixed gear cycling has become a cultural and fashion trend in every major city, including New York, Paris, London, Tokyo, and throughout Asia.
FINAL SYNOPSIS: “Light Your Ride” is a video installation that triggers the creative side of the brain on how to see fixie in an artsy way, rather than just being a physical sports. The objective of this video is to broaden the mind on how can we improve this dangerous sports into a safer activity yet fun. The video will be 4 minutes long, where the audience will have a different point of view on fixie after watching it. Fixie is a very direct subject, so that is why the video will be abstract and conceptual. For me, fixie is an ideal topic to explore because it is very current in our society now and to say fixie is a culture on its own among the youngsters, would not be an exaggeration.