Hop on, VanMoof’s new S6 Series has arrived in the UK.
While many brands present new products through online marketing and Instagram uploads, VanMoof is introducing its new release on the streets. To mark its arrival, VanMoof has partnered with musician and filmmaker Wesley Joseph on a city-wide ride that explores London through the communities, sounds and creative spaces that have shaped his journey. The project spotlights the new S6 Series bike at the centre of the experience, cruising along as the perfect companion to engage with the city.
Since launching in Amsterdam in 2009, VanMoof has focused on designing bikes made specifically for city life, blending technology, design and practicality into a modern riding experience. The S6 Series represents the latest evolution of this vision, arriving at a moment when cycling is increasingly becoming a part of how people experience culture.
For Wesley Joseph, the S6 Series is the perfect way to explore his influences, both past and present. Raised in Walsall before moving to London to study film, Joseph has become one of the UK’s most distinctive multidisciplinary creatives, moving between music, filmmaking and visual storytelling. His work frequently explores themes of identity, memory and environment, making him a natural guide for a project centred on discovering the city through a personal lens.
The ride followed a route shaped by Joseph’s own experiences of London, taking participants through locations connected to his creative life and wider community. As opposed to highlighting familiar tourist landmarks, the journey focuses on the people, neighbourhoods and cultural touchpoints that define contemporary London.
At the heart of the ride is a custom-built speaker system attached to Joseph’s S6 Series. Inspired by London’s long-standing sound-system culture, it transforms the journey into a moving soundtrack, with music acting as another way to interpret the city.
As riders move through the capital together, they’re invited to view the city through Joseph’s eyes, tracing influences, relationships and creative communities that have informed his work. What’s more, is that those in attendance were treated to an intimate performance from Wesley Joseph at the end of their ride, tying together good vibes, music, and of course, modes of transport.
