THEX 25/26: Thule Proves Good Design Does Have More Fun

The Thule Experience highlights the Swedish model’s dedication to high quality, design and sturdiness

It’s been two years for the reason that fashionable Swedish model Thule launched the Thule Experience, an occasion placing their wide selection of designed merchandise entrance and middle. While the primary version centered on the ambassadors and model ethos, the second iteration of the occasion, THEX 25/26, proved that good design does have extra enjoyable.

The invite-only occasion was additionally an opportunity for Thule management, engineers on the Hillerstorp-based Thule Test Center and ambassadors to rub elbows with media, patrons and top-tier purchasers from all over the world. With company from Japan, South Korea, Brazil, South Africa, Italy and extra, the occasion put the model’s international attain into perspective.

But this was extra than simply a night with Thule; this was a multi-day expertise that began with an unique have a look at its world-class Test Center. When it involves security, analysis and improvement, that is really the place the magic occurs.

Inside the middle, a sequence of rigorous security, sturdiness, lifetime and fatigue testing goes into every product. Hydraulic shaker tables simulate driving across the globe twice in a formidable 35 hours. Winds as much as 40 kilometers-per-hour are blasted at rooftop tents. Luggage is put to the final word check in a large hamster wheel meant to check sturdiness.

It’s additionally the location of the Thule Test Center Crash Lab, one of many few on the earth the place they do real-scenario crash-testing on every of their merchandise. The crash rig, with its acceleration slab and 600,000 kilograms of bolstered concrete, exhibits how far the model will go to make sure their merchandise proceed to set trade requirements.

“It’s always about challenging ourselves and finding new ways of testing and evaluating things,” Senior Vice President of Product Development Karl-Johan Magnusson says, “especially when entering new product categories.” The Thule Test Program™ consists of greater than 25 “Thule standards” that far exceed the present ISO normal—and it’s clear how critical they take this.

Fast ahead to the next night when a thousand company converged on a Thule-fied deserted practice station in Malmö, and a literal countdown to the expertise formally started.

Guests got hands-on entry to new merchandise from each class of the model, together with some outdated favorites. Rooftop tents had been on full show and may very well be climbed in. Strollers adorned a runway-esque platform accessible for touching and testing. Bike trailers superbly showcased a spread of drugs that impressed even the unlikeliest of cyclists to wish to climb aboard.

Once the clock struck midnight it was showtime. Anticipatory music, laughter and curiosity for what was to return crammed the air as company took their seats. With dimmed lights, small shuffles may very well be heard filling the runway forward. When the lights got here on, a small boy stood solo in entrance of a microphone backed by an accompanying youth choir, electrical guitar and hand drum, marking the opening of the present with the sweetest model of U2’s “The Streets Have No Name.”

As music engulfed the room, an INEO Grenadier led a pack of three automobiles on the runway. Once parked, Thule ambassadors climbed out of every automobile and instantly started working establishing a rear Outset hitch-tent and Thule Approach 2 rooftop tent. On the opposite two autos, ambassadors pitched the model new Widesky two-person hardshell rooftop wedge tent (lately premiered at SEMA) and the freshly up to date Thule Foothill 2.

The present progressed by every class vary, all showcased by practically 60 Thule ambassadors. Seeing legends like surfer Garret McNamara, windsurfing pioneer Robby Naish, Guinness World Record holder Apa Sherpa, downhill MTB rider Eliot Jackson and freeride icon Xavier De La Rue stroll down the runway was an added bonus. The occasion concluded with ambassadors rocking out to Swedish synth-pop duo Icona Pop’s “I Love It,” who would additionally later carry out on the after celebration.

The subsequent morning, after Swedish pastries and occasional, we chatted with Henrik Eriksson, Thule’s Global Design Director.

“We are passionate about creating great products. I’ve been at Thule for more than 20 years, and it’s a completely different company now than it was 20 years ago. But, it still has the same essence,” Eriksson says. “We are still eager to create good products and to make sure we are doing great things. The brand promise is to [make] recognizable, high-quality products that are safe to use and built to last.”

The Thule staff has but to announce if the occasion will occur once more in 2027. But, given the success of this yr’s expertise, contemplate our fingers crossed.

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