American Motorcycle Dealer AMD 228 July 2018 | Page 30

Bike Shed IX - London , May 25-27

Billed again as “ Europe ’ s best independent annual motorcycle show ”, London ’ s Bike Shed Show ( a “ new wave motorcycle emporium ”) is staged at the iconic 19th century Tobacco Dock , alongside the River Thames in London ’ s infamous but now achingly chic East End . A spin-off from the equally chic City of London ‘ Bike Shed ’ moto store and urban riding club , this was the ninth show , staged at the historic and charismatic former Victorian warehouse venue for the fourth time , at the end of May . Last year saw some 14,000 “ New Core ” visitors , with numbers growing to over 16,000 this year - a mighty crowd with a selection of 239 high-class custom bikes ( up from 219 last year ) for them to drool over . As custom bike shows go , it is a world in which contemporary custom styling collides with artisan catering and a limited number of “ curated ” exhibitor

‘ 2018 numbers grew to over 16,000 ’

opportunities . Masterminded by store and show owner Anthony ‘ Dutch ’ van Someren and a select investor cartel , the presentation values were as upscale as to be expected , the standard of the bikes invited was as high as ever , and with a growing number of bikes by established names and manufacturers starting to populate the displays and booths , the formula remains robust and is clearly in a safe pair of hands . Indian Motorcycle were making a big splash again with streetable Scouts and FTR750s a-plenty ; Royal Enfield ’ s new 650 ( replete with S & S Cycle exhausts ) was equally high profile , with other manufacturers in this largely Harley-free zone including Triumph , Indian , BMW , Yamaha , Ducati Scrambler and Fantic ( Italian based small displacement Chinese engined off-roaders ). The event sponsors were BMW Motorrad , Indian
Motorcycle , Royal Enfield , Triumph , Yamaha Yard Built , Ducati Scrambler , and from the apparel industry , REV ’ IT ! and Dainese ‘ Settantadue ’ - a sub-brand that marks the race suit manufacturer ’ s play for a stake in the millennial market . “ Settantadue presents itself as a contemporary interpretation of iconic motorcycle clothing . The label features technical garments inspired by the extensive design legacy of Dainese and made specifically for cult followers of motorcycles ,” says CEO and former Ducati executive Cristiano Silei .

“ Europe ’ s best independent annual motorcycle show ”

Dainese ’ s stated values for the brand encapsulate perfectly the market positioning sought by sponsors and organizers alike : “ Settantadue is imbued with the gratification only exquisite craftsmanship can provide , made possible through advanced processing techniques and cutting-edge composition for maximum protection and a modern-day elegance .” The formula is to mix the bikes with a weekend of “ live music , live art , live pin-striping / screen-printing / leatherwork , photography , food , coffee , bars , tattoos , barbershop and curated retail and brands ,” and as such , with open-area booth style the preferred presentation , the show is a success . Save the date : Bike Shed 2019 , London , May 24,25,26 . www . thebikeshed . cc
30 AMERICAN MOTORCYCLE DEALER - JULY 2018 www . AMDchampionship . com