Interview with Jonathan Ward at Monday 3rd of March 2014: DI: What is the main principle, idea and inspiration behind your design?
JW : To integrate the best EV tech and functionality with a fluid and traditional bike aesthetic.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JW : As a team, we really felt that the majority of electric bikes looked like science projects, with design value being an afterthought, at best. So as with all ICON projects, we strove to pay tribute to transportation design history, while integrating the best of modern tech.
DI: What are your future plans for this award winning design?
JW : As the initial launch of 50 units are almost sold out, we plan to continue to design variants on the theme, including an art deco inspired bike, an enduro inspired bike, and many more!
DI: How long did it take you to design this particular concept?
JW : Thought about it for a year or so, then design and actual execution took about ten months to realize and test.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JW : Andrew came up with the idea, and the design was developed in response to his opinion that EV bikes were (generally speaking) quite unattractive. Then Andrew and I met, and continued to evolve and perfect the design and finishes.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JW : We will produce ourselves!
DI: What made you design this particular type of work?
JW : ICON is focused on revisiting classic transportation design in a modern context. Thus far, all of our projects have had four wheels, and a very high price point. We saw this project as a great platform where we could continue our established design language and quality, yet at a far more obtainable price point.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
JW : Raymond Lowey
DI: Who is the target customer for his design?
JW : Anyone with a sense of design and respect for vintage flair, with a need for the utility this bike provides! Clients thus far have been around the world, and widely varied in age, evenly embraced by men and women.
DI: What sets this design apart from other similar or resembling concepts?
JW : Design value, and fluidity of technological integration.
DI: How did you come up with the name for this design? What does it mean?
JW : ICON = Iconic, above the rest, timeless and cherished.
E-Flyer = Electricity, and speed
DI: Which design tools did you use when you were working on this project?
JW : Mostly developed analog, plus a bit of Autocad.
DI: What is the most unique aspect of your design?
JW : Sand cast housing appearing vintage, hides the Lithium battery and controller
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JW : Many domestic suppliers in the US, plus established bicycle component manufacturers.
DI: What is the role of technology in this particular design?
JW : It is everything. Without the EV system technology, we would have nothing but a heavy bicycle!
DI: What are some of the challenges you faced during the design/realization of your concept?
JW : Designing the regenerative braking function, integrating creative surface coatings, developing the signature ICON powder coating.
DI: How did you decide to submit your design to an international design competition?
JW : Have always admired the various great designs, and thought we were worthy of consideration!
DI: What did you learn or how did you improve yourself during the designing of this work?
JW : Always learning, always expanding our skills and design perspective, with every project.
DI: Any other things you would like to cover that have not been covered in these questions?
JW : Nope, thanks!