1975 BMW R90SRider: Andrew SerbinskiNow: President, Machineart Industrial DesignThen: Young industrial designer working for someone else 1975 BMW R90S Rider: Andrew Serbinski Now: President, Machineart Industrial Design T "My fetish for motorcycle design began with my admiration for the beautiful BMW R90S. It was 1974. I was a young industrial designer working in Japan when I first saw the bike in a copy of Cycle magazine my parents sent over. It was love at first sight. What an audaciously beautiful and forward-looking piece from such a conservative company! Who would have thought that BMW would do something this radical in one fell swoop: silver smoke paint, bikini fairing, elegant removable side cases, dual front disc brakes, racer-like tail and a clock in the cockpit. All in a tweaked mechanical package that promised to move me very swiftly and comfortably over long distances. I borrowed my friend's bicycle, rode up to the window of a tiny shop in central Tokyo and stared. It just looked right; beautifully proportioned, with strong, simple pinstriped shapes perched atop the rounded, dull, cast-aluminum engine cases. I had to have one. Soon after returning to New York in '75, I took $3800 of the $4000 I had in the bank and purchased one in Daytona orange. For years it was my magic carpet ride out of the city--a constant source of pleasure and pride. It helped me find the house in the country where I now live and added a measure of excitement to Sunday-afternoon dates with Judy, who is now my motorcycle-loving wife. I did a cosmetic restoration seven years ago and, after 34 years, it still makes me stare. The qualities of a great design are all there: masterful blend of form, proportion, gesture, materials and colors that promise and deliver a certain quality of experience. In motorcycles, those attributes combined with the right measure of "machine-ness", rewarding ride dynamics and unique features make memorable machinery. The R90S is still one of the greats." Enjoyed this Post? Subscribe to our RSS Feed, or use your favorite social media to recommend us to friends and colleagues!