ITALIA VELOCE: SLOWER, FASTER

In its company slogan, Italia Veloce – Parma’s deluxe bicycle shop – quotes no less than Marinetti, the founding father of Italian Futurism, and the champion of the “beauty of speed”, in the field of art and beyond.

However, looking at the hands of the craftsmen that here work on handlebars, forks and gears, one might think their skillful slowness would truly deserve a mention. This virtue of theirs is crucial to the manufacturing of one-of-a-kind pieces that – once out of the workshop – will dart along the streets of the world, allowing cyclists to ride happily unaware of the amount of patience, time and passion for tradition that were necessary to breathe life into their speedy possession.

An alternative slogan for Italia Veloce might then quote Milan Kundera: “The degree of slowness is directly proportional to the intensity of memory; the degree of speed is directly proportional to the intensity of forgetting.”

The “Magnifica” (“magnificent”), the “Ruggente” (“roaring”), the “Audace” (“daring”), and the “Ribelle” (“rebel”) are all created – slowly – in Parma’s workshop: designer models that flaunt old-fashioned names, yet feature innovative technology.

The beauty of slowness and speed shines through in these unique bicycles.

Photos via:
www.italiaveloce.it

December 10, 2013

ITALIA VELOCE: SLOWER, FASTER

Parma
P.le Cervi 12
+39 0521 231011
+39 0521 231011