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Honda – A ‘work of art’ at Selfridges

9th July 2010 Print
Honda Fireblade

Honda’s legendary Fireblade has now topped the scales as ‘a work of art’ and can be seen like never before in a unique ‘suspended’ window display in the world famous Selfridges department store on Oxford Street in London.

The artist inspired window display features a sleek, black and white Honda Fireblade suspended from one side of a set of scales, with a fully disassembled Fireblade balancing these out with its hundreds of parts hanging individually on wires of varying lengths.

The display occupies the prestigious double aspect Wonder Room feature windows, on the corner of Oxford Street and Orchard Street, and is the focal point of a wider five window artistic display by up and coming young artist, Kyle Bean. The display theme is ‘The Conservation of Mass’, with the displays cleverly and innovatively highlighting how matter cannot be created or destroyed, only transformed.

This truly eye-catching and inspiring display certainly turned heads and attracted crowds outside the windows as the team undertook a daytime ‘live installation’, as the Selfridges windows are viewed by over 125,000 different people each day.

The artist won a competitive pitch process for the window display at Selfridges, which has recently been voted the world’s best department store and attracts over 20 million visitors each year. Kyle’s vision for the largest of his five window display was for an object that was minimalistic but had bold presence, would create intrigue by being in an environment out of its context, as well as being something that in its own form was stylish and compact, yet made up of an intricate connection of many parts – and a motorcycle was his obvious choice.

Kyle commented, “A motorbike ticked all the boxes for what I wanted to achieve for the largest of the five window displays. The Fireblade is such an iconic machine worldwide, with Honda also being renowned for their innovation, so this machine and working with Honda was the only way I really wanted to go. Seeing the whole installation now in the windows is a dream come true and it’s inspiring to see what was in my head as an original idea, now actually be a reality and inspiring others who see it.”

And inspired by this creative form, one person will have the chance to see and experience the awesome Honda Fireblade machine in another exciting form – on track in the British Superbike Championship with the HM Plant Honda team, AND, from a bird’s eye view as a pillion to one of Honda’s race aces, around Oulton Park circuit in Cheshire at this season’s final round of the championship on Sunday 10 October. The competition winner will receive VIP passes for two to include hospitality, a behind-the-scenes team garage tour, the opportunity to meet the Honda riders and of course, the ride of a lifetime as a pillion on the Honda Fireblade around the track. To enter, visit the ‘Competitions’ section within, guess correctly how many parts the CBR1000RR ABS Fireblade comprises and submit the online entry form.

The Fireblade display can be seen in the Selfridges windows until the end of August, although a video of the intricate but fun build-up of the artistic display can also be viewed on the HondaUKMotorcycles channel on YouTube.

For further information about the award-winning Fireblade or Honda’s great range of scooters and motorcycles, genuine parts, accessories, latest offers and forthcoming events, visit

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Honda Fireblade