Giving cyclists space is vitally important

Our goal was simple. We wanted to give drivers an emotional and physical insight into what cycling is like when sufficient space isn’t given by car users. 

We created a completely unbranded pop-up activation that travelled to shopping centres across Scotland. The unwitting public were asked if they would like to take part in a cycling challenge. On entering our box with 360-degree projections they cycled on a fixed bike down an urban street negotiating parked cars. 

As they cycled, the dynamic walls of the box closed in, recreating the sense of panic that not having enough space brings. The visceral elements of this activation created a jarring and lingering experience, that promoted both awareness and vital behaviour change.