Cycling Revolutions

This project has cycling at its centre and the changes that cycling can bring. It’s not about fitness, fashion or fads but people, their lifestyles, and the causes they believe in. To get the full effect of the difference cycling can really make, you need to feel it; you need to connect; you need stories.

The outcome is an exhibition with a focus on change. The show is a series of rooms, each with its own story and a means for visitors to connect to those stories and take them home.


Cycling brings many different things to society; how can design tell the story of its diversity and cultural value beyond its stereotypes?

What are the stories being told here?

I’ve found many stories where the bicycle is introduced as a means to change something, reduce traffic and increase road safety, change people’s viewpoints, or encourage self-belief. Getting people to change direction, change their path into the future and possibly get back on track and change their outlook on life.


These stories were chosen because, as a set, they cover a diverse range of situations where cycling, or the bicycle by itself, plays a key role.

How are the stories being told? 

The aim is to bring the range of different stories together, setting out a top-level plan for a set of haptic rooms. 

Each room will have its own concept where visitors can experience more of what it feels like to get involved and begin to understand the diversity of cycling. 

Rooms are built to trigger the senses so visitors can experience more about people who look to cycling to escape from or react to a problem. 

Haptic: relating to the perception and manipulation of objects using touch and perception to create the illusion of substance and force within a virtual world.

Exhibition Rooms

The exhibition concept is made up of four rooms, each with its own unique theme and outcome.

Barkers Chambers
Barker Street
Shrewsbury SY1 1SB

44 [0]1743 242 067

©2017–2022 Tony Clarkson/Severn Agency Limited