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Within the context of questioning many artistic structures, Improbable Connections wants to revindicate the essential role of the structures of art training, dissemination and production. Without them, it would be difficult for artists and thinkers, who contribute great value to society in general and a project such as Improbable Connections in particular, to continue researching and experiencing other ways of conceiving and constructing the world.
Oct. 2013 [3 min.]
In short (images)
Maker: CoCreable.
Blog of the project

: Mallabia, Bizkaia.

Legal status of Orbea: Mondragon Cooperative Group.

Year founded: 1840, but started making bicycles in 1926.

Workers: 160 people in Mallabia.

Turnover: €70 million
Caso Orbea, Innobasque, 2011

Ownership of results option: Option D (the exploitation rights are for the host entity without any extra compensation for the artist in the event of commercialising the result).
Project co-financed by the Aldatu programme (SPRI | Basque Government)

Orbea + CoCreable

[june 2013] Developed project: ALL USE CREATIVE EXPERIENCE Co-creation methodologies and colaborative prototyping

The bike manufacturer Orbea has worked with Co-creable ("co-creatable") methodologies to improve the choice of a new range of bicycles to be sold in 2014. Users, distributors and company staff had the opportunity of sharing their interests and needs and reflecting upon these together within the context of participatory environments based on trust and communication. These co-creation methodologies serve not only to improve the shopping experience, but also to promote the involvement of users and workers in the design process. [Full description of the project in pdf].

[march 2013] OpenLab

To incorporate new perspectives into the reflection process they are undertaking, Orbea eta CoCreable have organized two OpenLabs at Rekalde Art Space in Bilbao, and at Orbea's fabric in Mallabia; 30 people took part in the workshop.

[september 2012] Draft project presented by CoCreable

The CoCreaOrbea project aims to design and implement a process of co-creation as a design methodology of the Orbea Campus. Based on the co-creation methodology of 4Cs devised by CoCreable Conocer (Know), Co-Crear (Co-Create), Construir (Construct) and Compartir (Share) co-design process will be developed in which all the people involved and interested in the Orbea Campus will actively participate, including users, clients, suppliers, the Orbea Campus development team, fans, etc.

[April 2012] Research requested by Orbea

With the aim of converting Orbea into a reference brand for leisure and outdoor sports (beyond that of its bicycle related products), the idea is to create a space called Campus Orbea to enable people with healthy, active lifestyles to have experiences related to the world of outdoor sports.

This space will combine an indoor and outdoor space and offer recreational, training, cultural and product testing activities, among others, such as spaces available to people for their own activities and a space for product sales (not a traditional store, but a search to find a profitable and exportable business model).

The proposal is to create and inaugurate a first prototype in Bilbao at the end of 2012. The artist will join an already existing team that has been working on the project for several months to bring his or her vision on the mechanics of the user experience (aesthetic keys, possibilities for interaction, values and behaviour, etc), establish guidelines to evaluate user experiences and the initial results of the prototype (in order to improve it), as well as consider key ways to extend it to other cities/countries.


Orbea is one of the world’s ten most important companies in the sector of designing and manufacturing bicycles. More than half of its sales are in 35 countries, although it has largely been able to maintain production at its site of origin in Bizkaia (Mallabia).

Created in 1840, it became a cooperative in 1969 and subsequently joined the Mondragón Cooperative Group. Fifty-four percent of its sales are racing bikes, 38% mountain bikes and 8% consists of hybrid bikes.

Its strategy since 1997 has revolved around three basic areas: internationalisation of sales, product research and development to increase its value and brand image. It also patents one to four designs per year to maintain its market position.

The Campus Orbea project is addressed to changes in the sporting needs and habits of Orbea users. These users not only practise cycling, but also engage in other activities and regularly practise other sports. They are competitive thrillseekers in everything they undertake, demand a positive experience rather than a product and interact with other users through various channels.

Orbea is seeking new avenues for dialogue and collaboration with these users in order to accompany them in their quest to discover the world of outdoor sports and promote user communities that can share ideas.

The Improbable team consists of some 10 people involved in the Campus Orbea project, including those responsible for innovation, marketing, sales and communication, as well as external consultants.


CoCreable is an open group promoting co-creation as a tool to address social, environmental and business challenges.

Some of its recent projects include the development of an online tool for managing online co-creation processes ( and the publication of Guia práctica para co-crear en la escuela (Practical Guide for Co-Creation at School), written by Lluís Sabadell Artiga. The group will also soon begin the process of co-creating an artistic intervention in public space (CoCreaFigueres).

Lluís Sabadell Artiga, Mariona Mata, Ricard Culubret, Nathaly Segura and Albert Serra are participating in the CoCreaOrbea project.