Business News
Mohawk Superfines Mode of Transformation for Bike and Design Enthusiasts
Monday 27. September 2010 - "Look Ma, no hands!" Its a universally understood statement that instantly transports every individual back to a time of joy and discovery. Since its introduction, the bicycle has given us the ability to explore the world with a great sense of accomplishment. Designed by Chicago-based VSA Partners, Mode of Transformation, the new Mohawk Superfine promotion, explores the very instrument that has given us the ability to explore our imaginations.
From photographs of icons like Audrey Hepburn and Farrah Fawcett on bicycles, to portraits of progressive designs from Vanilla and John Bielenbergs Nada Bikes, Mode of Transformation shows the global significance that the bike has on our culture, be it pastime or function.
“Mode of Transformation showcases the evolution of the bicycle as the perfect metaphor for the story of Mohawk Superfine. Like the bicycle, Superfine is custom-crafted, constantly pushed to the limit, and made to last. Both are objects of endless fascination. Both have sustainable qualities that, more and more, are being brought to the surface. And undeniably, both have a passionate following within their domain,” says Jamie Koval, Partner, VSA Partners.
The bicycle has undergone endless transformations throughout its history, and is experiencing a cultural resurgence as part of the environmental movement. This new relevance translates beautifully to Mode of Transformationseditorial and visual narratives that tell the story of the tradition and trend of the bicycle.
Mode of Transformation is a perfect-bound book printed conventional four-color offset, with an extra black and a silver touchplate, by American Printing, Birmingham, Alabama. The cover has a registered sculptured emboss with multiple depths and rounded edges. All three shades of Mohawk Superfine Ultrawhite, White, and Softwhite are used in both the Smooth and Eggshell finishes. Print demonstrations show adjustments for dot gain and curves.
Mode of Transformation appeals to the adventurer and designer in everyone. As the book says, “No matter how old you are, no one can forget their first solo journey cruising the neighborhood atop a Schwinn.”