Shimano has launched the worlds first Cycling World in Singapore to help visitors rediscover the joy of cycling. Designed by Eight Inc, the new experience center will support the Cycling lifestyle. In Europe bicycles have even outsold cars. In Singapore and Southeast Asia, cycling is also starting to gain momentum. In Singapore alone there is a plan to grow the cycling network from 230km to over 700km. Shimano Cycling World is also located along this network of Park Connectors at the Singapore Sports Hub, creating a center for the local cycling community.

Eight Inc. has designed the experience to give visitors different perspectives on cycling. From informative historical exhibits to showcasing exhilarating cyclists 'point of view' videos that visitors can control.

Shimano Cycling World invites visitors in with a kinetic sculpture made with an interconnected system of sprockets, rims and chains. The Cycling World then takes the visitor through the heritage of innovation in cycling. Visitors are also given an understanding of the technical aspects of cycling. There is for example, a bicycle fitting machine to help calibrate correct posture and size for cycling. Cycling World includes several interactive exhibits such as a historical collection of bicycles that visitors can curate based on their interest.

The rapid growth of cycling culture can be attributed to the strength of global cycling communities. Shimano Cycling World will host events and guest speakers at the Surround Stage to give visitors the opportunity to learn from the cycling professionals. Cycling Global and Cycling Singapore will connect visitors with the passionate community of cyclists locally and beyond. This exhibit presents past and future cycling events through interactive digital touchpoints.

The Shimano Cycling World is a unique immersive experience that will attract a wide range of people from passionate cyclists to those who have not cycled since their childhood.

About Shimano

Established in 1921 and incorporated in 1940 in Japan (Sakai City, Osaka), Shimano Inc. designs, conducts R&D, manufactures and sells high quality bicycle components, rowing and fishing equipment. In 1973, Shimano established its first factory in Singapore outside of Japan. By leveraging on the quality workforce here, Shimano has since grown into a full-fledged manufacturing plant with R&D, product design and engineering, cold forging, stamping, heat treatment, electro-plating and tooling fabrication capabilities. Shimano Singapore set up its sales office in 1996. It is the regional headquarters for sales and marketing of all Shimano products in South-East Asia. It employs about 500 staff in Singapore. Mr Yozo Shimano, President of Shimano Inc., was appointed Singapore's Honorary Consul-General in Osaka on November 2011. As of 31 December 2013, total number of employees (offices and factories) is 12,967.

About Eight Inc.

8 design human experience. We design meaningful experiences. Experiences with emotion and purpose that change the way people think, feel and do.

We are 90+ strategic designers and business creatives connected across 8 studios, 6 time zones and 3 continents.

We don't believe in narrow roles like 'users' or 'consumers', humans are far more interesting and complex. We don't think purely 'digital' or 'physical', reality is more fluid and interconnected.

We create holistic experiences that become more than the sum of their parts. Our holistic approach has generated extraordinary value for clients like Apple, Citibank, Virgin Atlantic and Tesla.

More information on Eight Inc. is available on the company website: eightinc.com. 

Photography by Aaron Pocock