Thing One: Trek’s New Design Studio
Trek recently opened Thing One, a new studio space dedicated to inspiring great design work. The press release focuses on the surprisingly rural location for Trek’s new space.
Over 20 miles from the nearest Starbucks, the unassuming town of Waterloo, Wisconsin—yes, Waterloo, Wisconsin—is now home to what is arguably the world’s most comprehensive design studio for all things bicycles.
As the press release states, it’s interesting that Trek has invested so much into a stylish space to inspire design. In the past, style had little value to companies who were differentiating based on price, performance, or features. In part, traditional brands like to avoid differentiating in this way because it’s hard to measure the value of a style. But that doesn’t mean it doesn’t have value. Trek President John Burke talks about the value of design. (In fact, I like how he’s broken design down into the specific elements.)
Today, best‐in‐class function is no longer enough to make best‐in‐class products. Shape, form, color, and presentation are integral to making products that can be global leaders. This new design center is Trek’s commitment to leading the future of cycling.
Check out more on Thing One here.
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