Joyrider by Moritz Waldemeyer

Designer Moritz Waldemeyer has created Joyrider, a product that creates illuminated smiley faces on rotating bicycle wheels.

Joyrider consists of two electronic devices that clip onto wheel spokes. They measure the speed of rotation and emit LED light to create the illusion of a stationary smiley face as the wheel spins.

The devices were attached to two prototype bikes designed by Waldemayer and were auctioned at the ICA 2008 Gala: Figures of Speech last week, where they fetched £2000.

The following information is from Waldemeyer:

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MORITZ WALDEMEYER'S LATEST INNOVATION JOYRIDER WILL DEBUT AS ONE OF SIX LUXURY OBJECTS TO BE AUCTIONED AT THE ICA'S CHARITY GALA: FIGURES OF SPEECH, FEBRUARY 27, 2008

Rising star of modern design, Moritz Waldemeyer brings fun, colour and idiosyncratic art into bicycle engineering in his latest project, Joyrider – a revolutionary accessory that transforms a bicycle into a moving light show.

The design evokes new rave couture, with its iconic smiley face and the strobe effect, bringing kitsch glamour to the cycling experience. The minimalist components are attached to the spokes of the wheel, emitting a fixed image of a smiley face using LED lights. This effect is achieved through inbuilt microchips that are able to calculate the speed of the wheel in such a way that the smiley face remains stationary while the wheel spins.

Widely recognised as one of the most innovative and exciting designers of his generation, Waldemeyer, aged 33, was born in East Germany. He moved to London twelve years ago where he trained as an engineer at Kings College and completed his Masters degree in 2001. Since then, he has collaborated with many of the world's top architects and fashion designers including Ron Arad, Zaha Hadid and Hussein Chalayan. His work is a fusion of technology, art, fashion and design.

The photographed bicycle is custom designed by Waldemeyer in a vintage style to evoke the past when cycling was seen as a glamorous activity. Joyrider looks towards a future where new technology and design may restore lost elegance into modern life.

The Joyrider project was commissioned by the ICA and Veuve Cliquot.