Nulla is Italian for "nothing," which aptly describes this concept minimalist bike. The most obvious omissions are the spokes of the wheels and the familiar bike chain. It's the lack of hubs and much of the traditional frame which give this design its clean look. The propulsion system is a direct gear-chain-drive system. A futuristic design which alas still hasn't improved on bike seat comfort.
The industrial designer is Philadelphia based Bradford Waugh.
Implications - One of the most effective avenues of product development for a company that is trying to market a commodity in a crowded marketplace is to infuse the product's design with an avant-garde concept. By eschewing conventional design in favor of something more radical, the company shows a willingness to think outside of the box.