Platinum Scooter Design · 2023
Pure Advance Flex Electric Scooter
- A' Design Award 2023 Platinum Winner in Scooter Design
- Awarded April 15, 2023
- CLIENT: Pure Electric
- Estimated Number of Design Views: 1,406,687
- Verification code 48C6437CE7 · Verify this award
About Pure Advance Flex Electric Scooter
Pure Advance Flex is a folding electric scooter designed for urban travel. The rider stands in a natural, forward-facing stance, with the feet apart, which gives a more stable and comfortable ride than a traditional scooter. Several folding features allow the scooter to fold into a compact package for storage in small spaces and for multi-modal journeys. The scooter supports its own weight at every stage of the folding process, so folding and unfolding can be done through simple touch points. The frame is a hydroformed aluminium chassis, and every component was selected to keep the weight low.
Pure Electric's Pure Advance Flex Electric Scooter emerges from the evolving tradition of personal mobility design, a category that has rapidly matured from utilitarian conveyance to sophisticated lifestyle object within the contemporary urban landscape. This particular example demonstrates the convergence of engineering necessity and aesthetic refinement that characterizes the most accomplished work in transportation design, where every formal decision serves simultaneously functional and expressive purposes. The sculptural integration of the folding mechanism into the overall chassis silhouette represents a notable achievement, transforming what could remain purely mechanical into an articulate design feature that communicates both capability and elegance. The chromatic strategy employing warm metallic silver against deep charcoal components suggests careful consideration of material hierarchy, with the premium finish of the primary body commanding attention while darker functional elements recede appropriately into supporting roles. One observes particular sophistication in the treatment of the deck profile, where the organic curvature of the upper surface transitions through a defined edge into the more angular undercarriage housing, creating visual interest through controlled geometric dialogue. The wheel proportions appear carefully calibrated to suggest both stability and agility, their substantial presence grounding the composition while pneumatic tire treatment promises practical comfort over varied urban surfaces. Safety-mandated reflectors have been thoughtfully integrated as chromatic accents, their amber warmth providing measured contrast within the otherwise restrained palette. The typography treatment demonstrates confidence in brand identity, the generous scale and clean execution suggesting a manufacturer assured of their product's merit. Viewed within broader design discourse, this scooter participates in the ongoing conversation about how objects of daily utility might transcend mere function to become expressions of considered taste and environmental consciousness. The viewer might contemplate how such refined attention to form in everyday mobility devices reflects shifting cultural values regarding transportation, sustainability, and the aesthetic quality of the objects we choose to incorporate into our daily journeys.
Press Kit
- Unique Properties
- Pure Advance Flex re-thinks how users ride and live with e-scooters. With rider experience and safety at the core of the design process, the product enables the rider to take a natural, forward-facing stance, with feet apart, delivering a more stable and comfortable ride compared to a traditional scooter. With multiple folding features, the Pure Advance Flex folds down into an ultra-compact package, perfect for storage in small urban spaces or maximum flexibility for multi-modal journeys.
- Dimensions & Packaging
- Folded dimensions: 57(H) x 30(W) x 62cm(L). Mass: 16.2kg. Power: 500W rear motor (710W peak power). Maximum range: 40km. Water resistance: IP65 rated.
- Tags
- scooter, electric scooter, folding, transport, mobility
- Production Technology
- The Pure advance Flex is designed around a hydroformed, aluminium chassis. Design and material selection for every single component have been carefully considered to keep the scooter as lightweight as possible, while also providing reliable mechanisms and a solid ride quality. Patents have been filed for the intricate folding handlebar mechanism and the Pure Control steering system, which offers a stable and controlled riding experience.
- Design Challenge
- While there have been many challenges during the development of the Advance Flex, none come close to the challenge of mass manufacture. It is one thing to create a prototype and hand fettle it until it is working smoothly, but this is just the beginning. To transition to a production line that produces category leading products time and time again requires an incredible understanding of tolerances, manufacturing processes and ultimately a great deal of trial and error.
- Project Duration
- The Pure Advance Flex was designed in Bristol in the United Kingdom, and is manufactured in China. The idea was first conceived 6 months into the development of its slightly less flexible counterpart, the Pure Advance. Including this early work on the Pure Advance, the Advance Flex has taken just over 2 and a half years to develop, manufacture and distribute across Europe.
- Operation Flow
- A smooth and controlled folding experience was the driving force behind most decisions during the development of the Advance Flex. Careful consideration has been made to ensure the scooter supports itself at every stage of the folding process. There is no need to support the weight of the product while bending over and the user can efficiently fold or unfold the scooter using clean and intuitive touch points.
- Research
- Like many products, the Pure Advance Flex was designed and developed in secret and so creativity was required to validate design decisions... To give an example, during the early development of the product, the design team were tasked to carry an empty cardboard box with them while travelling. The aim was to define the maximum space package that would fit on all forms of public transport. Over time and over many journeys, the box evolved in size and shape until it would fit anywhere and everywhere it was taken. The box was used to set the size requirements of the scooter.
- Inspiration
- The electric scooter offers riders incredible benefits: faster, cheaper, greener travel; but the design has remained untouched for years, with most manufacturers adding a battery and a motor to a scooter which is based on a child’s design. Pure Electric recognised the benefits of the category, but interrogated the design from the ground up to ensure it can better deliver on what an urban rider needs: safety, performance, flexibility.
Colors of Pure Advance Flex Electric Scooter
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