Brilliant author, Nicholson Baker, wrote a fascinating essay for New Yorker entitled Books as Furniture. Focussing on the use of books in mail order catalogues, Baker argues books are used as signifiers of a lifestyle, intelligence or value system that certain catalogues attempt to exemplify in their products. People are increasingly doing this with bikes.
I don’t have to tell you about the increased popularity in cycling, whoever you are. The stats are always amazing, and statements are often heard like “There’s been a bajillion per cent increase in cycling in the last 6 months”, or alike (for more thorough stats though, you may wish to see this for Australia, this for the UK and this for the USA – although the latter really focuses on commuter rides).
Bikes have now become a way of signifying a lifestyle or value system, as Baker noted with regard to books. Bikes are fashionable. They are trendy. They have become more than merely modes of transport. If you own a bike, and where you ride it (to uni, work, only on weekends), you are telling people about your lifestyle. And then there is commentary on the type of bike you own which further tells people about you. Is it a fixie? A mountain? A hybrid? A step through? A carbon fibre, lighter than air number worth enough to make most people weep? Your answer says a great deal, even to those who don’t own a bike.
Advertisers have worked this out. On the excellent Waking up in Geelong blog, Marcus Wong provides a humorous account of the ‘Billboard Bike’ (I might have just coined a phrase! Probably not, but hey) fashion that is, as he puts it, currently plaguing Melbourne’s CBD. Advertising for restaurants, clothing shops, wedding gowns and gold sellers (?!) and god (again, ?!) are now being advertised on bikes in a myriad of ways, the bike then being locked to a post or bike rack nearby to the vendor. Personally, I dislike it as it takes up valuable bike parking (always at a premium in Melbourne), but I do think it’s interesting that businesses have latched on to this, especially those that drape these Billboard Bikes with fake flowers and so on, further enhancing the look of a bike. This is especially the case with ‘vintage’ looks, and particularly ‘vintage’ clothing. If you are selling such wares, it is virtually law to have a step through bike outside the front of your shop laden down with fake flowers and possibly floral inspired flags.
However, it’s not only physical manifestations of bikes that have become a tool for the seller, images of bikes have bled into advertising also.
And this is the point of today’s little missive (but I grant you, that was a lofty intro). Swinburne university in Hawthorn, Melbourne, is actually walking the walk and talking the talk when it comes to bike stuff. Here’s an advertisement in the grounds:
Now, riding along, simply seeing that, I would normally think ‘Another great example of bikes being used to advertise a certain lifestyle. Yawnsville.’ However, riding my deadly treadlie through the uni today to get home, I spied this situation:
A ‘Fix Your Bike and Pump Your Tyres’ (FYBAPYT – pronounced Fibberpit. I think I just coined a word) pole! As Joe amicably demonstrated, the service doesn’t just pertain to bikes. You could probably take a wheelbarrow down too.
Joe told me that this was an initiative by Swinburne, not the local Council. I asked if there were others on campus and he pointed up the hill and said ‘Yeah, there’s another one at the end of the walkway on the right’. I thanked him and rode off to discover the next FYBAPYT.
Sure enough, about 100 meters along, there it was:
Up close and personal, the FYBAPYT is a bike users’ dream, with everything that you could need to, well, Fix Your Bike and Pump Your Tyres:
And what was between the two FYBAPYT stations? This:
Seriously, this is great stuff by Swinburne. It’s not just an awkward bubbler with a slightly mouldy, greenish hue around it as is so commonplace at most uni’s, but a clean as a whistle, brand new water station for you to refill your water bottle from a tap on the side or have a drink from the bubbler at the front.
For all my cynicism and criticism that can often fill posts with regard to biking, it’s critical to give credit where it’s due. I feel Swinburne has earned the right to use bikes in their advertising as they are not doing it for a cheap shot and an easy win or seeing it as a flash in the pan fashion that will look good in the uni prospectus. Rather, they have backed up their commitment to cycling, beyond a pretty poster. This stuff takes brave governance and leaders who are happy with a change in the status quo and goodness there should be more of it. I can’t help but wonder how nice the – biking – world would be if all those shops and businesses that use bikes to advertise their wares advocated for better conditions for cyclists.