Parma's Deluxe Bicycle Shop

Italia Veloce


Thu, Feb 14th, 2013 10:00 by capnasty NEWS

From the Italian Ways website comes this lovely article on Italia Veloce, an Italian artisan shop that builds one-of-a-kind art pieces on two wheels.

This virtue of theirs is crucial to the manufacturing of one-of-a-kind pieces that -- once out of the workshop -- will dart along the streets of the world, allowing cyclists to ride happily unaware of the amount of patience, time and passion for tradition that were necessary to breathe life into their speedy possession.

An alternative slogan for Italia Veloce might then quote Milan Kundera: "The degree of slowness is directly proportional to the intensity of memory; the degree of speed is directly proportional to the intensity of forgetting."
The "Magnifica" ("magnificent"), the "Ruggente" ("roaring"), the "Audace" ("daring"), and the "Ribelle" ("rebel") are all created -- slowly -- in Parma's workshop: designer models that flaunt old-fashioned names, yet feature innovative technology.



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