in 2009 there was no ebike market. there was a pedelec market, and pedelecs were predominantly bought by senior citizens of 65 years and older. Susanne Puello, CEO of the Winora Group, was one of the first who saw the bigger potential of electrified bicycles, so she asked Kucher&Thusbass to redesign a 20“ pedelec modell that she had been offered by the drive system supplier TranzX. her objective was to develop a pedelec, that addressed the design- and lifestyle needs of younger target groups.

the result of this rather holistic redesign was the town:exp. a bold statement - pedelecs as representatives of a new urban lifestyle! the town:exp provided Winora the biggest PR impact in brand history. it also manifested the starting point for Winora becoming one of the design leaders in the industry.
in certain ways the town:exp never wanted to be a pedelec. with it‘s large battery compartment behind the seat tube and its compact size, it introduced a new geometry, a new identity – not a bicycle with a motor, but something of its own, a new species called - ebike.

to promote this new lifestyle product, Winora decided to ask K&T to also develop the corresponding product communication. which eventually turned into a holistic staging and campaign, that was just as new to the market, as the design of the town:exp itself. a pioneering effort and a first step towards a new urban mobility.