There is a problem in the cultural fabric of Sydney. Bicycles are simply not seen as credible forms of transport, and this creates an air of danger and intimidation when cycling in Sydney. This requires action; a behavioural change; a paradigm shift in attitudes.
The Cycle Shift Media Facade is a playful media facade that increases the visibility of cyclists in Sydney by multiplying the current bike movements in the city. By simply increasing visibility, we aim to bring about the much-needed cultural shift in Sydneysider attitudes towards bike culture on the roads. We determined from the document and our user research that in order to create a gradual cultural shift that accepted adopted cyclists, one must introduce more cyclists to roads (Cycle Strategy and Action Plan, 2.11).
Cyclists in Sydney can contribute by utilising the GPS data from their mobile phones or other devices. This information gets routed to our media facade, situated in the high density citizen thoroughfare of Central tunnel. This information turns into a visual multiplicity of cycle activity in Sydney — bicycles whizz past commuters in an artistic representation and multiplication of the current state of bicycles in transit. Bicycle awareness becomes apart of the cultural fabric of Sydneysiders. The commuters can also interact with the facade: on the opposite side of the
representation of Sydney cycle activity, a silhouette of a bike serendipitously follows each commuter on their daily walk, further connecting the public to cycle culture and engaging them in a playful conversation through the once-mundane tunnel transfer.
After defining the brief and conducting initial research and moodboarding, we set out our design process with the use of some low-fi-cardsorting. Following this we grabbed lunch, a few beers, whilst we locked down our problem domain through the definition and discusion of civic themes and challenges, wanting to make sure we addressed a civic challenge specially targeted to our locality. We conducted user interviews, summarised them and evaluated the state of cycling in Sydney, along with it’s action plan. Following this was intensive research, conceptual brainstorming, and synthesis of our idea. Finally we storyboarded and filmed the video and wrote our final concept.
Cycle Strategy And Action Plan 2007-2017.pdf
Electric bikes part of the Sydney Australia Sustainable Transport Plan