During the recent Milan Design Week , Selle Royal chose to transcend the traditional boundaries of product design and enter a broader realm of design, sustainability, and creative experimentation . The Vicenza-based brand, a global benchmark in saddle design for over 60 years, has transformed the bicycle into a truly expressive language, capable of engaging with art and urban culture.
The initiative took place on April 24th and 25th at Bici&Radici , a hybrid space in the heart of Milan. A place that unites cycling, design, and nature, it became an open laboratory for the occasion. Here, Selle Royal created an informal and participatory experience, involving designers, creatives, cyclists, and enthusiasts.
Stracciatella technology
At the heart of the project is the company's proprietary Stracciatella technology . This innovative process, developed by the company, recovers and reuses industrial waste. The materials are processed and reintegrated to create a new, highly versatile foam . Traditionally used in saddle padding, this technology has evolved into a creative resource for design.
The result is a ductile material, recognizable by its irregular pattern. A unique texture that becomes an aesthetic signature as well as a sustainable choice . It's not just about reducing waste, but transforming it into value. Stracciatella thus introduces a new visual language, where every imperfection speaks of a virtuous process. No longer just a material for upholstering saddles, but a raw material that becomes a sign of profound artistic expression.
From this foundation, a unique collection of design objects was born. Four armchairs, three lamps, poufs, and vases . Elements that maintain a connection to the world of cycling, yet are projected into an urban context. The focus shifts from the saddle to the environment. From performance to the quality of everyday space.
The event was conceived as an open studio. The public was able to interact directly with the Selle Royal team . No barriers, just dialogue. Visitors discovered the projects through spontaneous stories, immersing themselves in the creative process.
Alongside the exhibition, various activities made the experience even more engaging . Customized T-shirts with dedicated graphics. Bike-themed illustrations. Sticker application. Creative moments inspired by nature. And, in true cycling style, even a free bike check-up.
Bike lifestyle
With its presence at Milan Design Week, Selle Royal reinforces a clear vision. The bicycle is more than just a means of transportation. It's part of a contemporary lifestyle . A meeting point between sustainability, aesthetics, and well-being. A cultural object capable of connecting with other worlds.
Founded over six decades ago, Selle Royal is now a global leader in the saddle industry. It exports to more than 70 countries and collaborates with some of the most important bicycle manufacturers . Its history is built on research, innovation, and design. Its saddles have received numerous international awards and are the subject of research in the bioengineering laboratories of leading European universities.
The company's mission remains clear: to improve cyclists' comfort. To offer a saddle for every need. But today, as this project demonstrates, it also aims to help redefine the role of the bicycle in contemporary culture.
