Our showroom, such as it is, is a beautiful space, with vaulted ceilings and a generous supply of natural light. In the morning, the sun slants in through the blinds and bathes the few bikes that live there in a warm glow.
Invariably, we display our project bikes there. The Berlin Bike is often in residence. The Bicycling Magazine bike has been a frequent occupant. But, also invariably, those bikes want to go out to bike shops for display or for special events.
Today, just today, the bikes in the showroom consist of: Rex, the very first Seven, the primogenitor, the bike that spawned all others; Rob’s belt drive Cafe Racer with custom Tiberius handlebar and S&S frame couplers; Karl’s Elium SL, all carbon lightness in a pure-speed build.
We should make clear that employee bikes end up in the showroom quite a bit. Back at home, garages and storage rooms struggle to accommodate all of our cycling predilections. It ends up being a symbiotic arrangement. The showroom gets beautiful bikes to display. And our loyal Seven staff get more space for even more bikes.
There are a few frames hung in one corner, examples of our best custom paint work, and a pair of Elium SLXs with internally routed Di2 builds. They’re on their way out, demo bikes for shops who want the very latest in their own showrooms.
We joke a lot about the showroom. What do you call a bike company with no bikes? More than once, a passing tour has offered to buy an employee’s bike right off the display rack. It’s good to make a product you can’t keep in stock. It’s the problem you want to have.