Lauf/bikeride

Welcome to our grand opening at DesignMarch 2026.
Guests of honor are all those who arrive by bicycle.

Lauf Cycles was founded in 2011 by two guys who absolutely love riding bikes: engineer Benedikt Skúlason and product designer Guðbergur Björnsson.

The exhibition explores a 15-year journey that began in a garage in Grafarvogur the suburbs of Reykjavík and has proven all at once challenging, beautiful and good fun. We are looking back but also ahead.

The role of designers and innovators involves spotting possibilities and opportunities. In this case, Icelandic reality—with its rugged landscapes, gravel roads, and unpredictable weather—became a shaping force.

The bikes have established a distinct identity through a groundbreaking design: a suspension fork specifically engineered for small bumps. The design aims to achieve maximum performance in the simplest possible way. This approach has produced new forms—for example in the fork and the frames—that challenges the standard imagery and aesthetics of the cycling industry.

At the opening we offer a bite of an energy-rich and delicious bike trail.