In just eight days, Tomi Viiala and the team behind the new venture bearing his name will reveal the first true Viiala designs to a selected group at the Museum of the Future in Dubai.

A month since news of the new brand broke cover, Viiala reflects that it’s been “a month filled with energy, progress, and meaningful steps forward”.

“It marks our first real milestone, a moment where vision begins to take shape. What started as a white sheet of paper is now becoming something alive — shaped by many minds, many hands, and a shared belief in creating what does not yet exist.”

Humna Khan profile picture Viiala teases upcoming first look and shares collaboration insights

In the days and weeks following the announcement of the new brand – a Swiss-based mobility company set to redefine what cycling stands for – the team collaborating on the project has taken shape.

When we spoke with Tomi, he shared insight into the partnership with François-Henri Bennahmias and the Viiala brand, as well as confirming the appointment of Chief Innovation Advisor, Humna Khan. Between them, François and Humna represent the pinnacle of luxury watches and innovations in space travel!

So far, so not your typical bike brand.

Also on board at Viiala is Pit Pillatsch, former Engineering Director e-bike Systems and Principal Technical Product Manager at Specialized.

The brand has also shared news of its formal collaboration with Craig Dent, Co-Founder, Design Director and CEO at RiDE Studio. Craig has extensive motorcycling design experience, including 3 years with Honda and 13 years with KISKA, culminating in 3 years as Design Director – Motorcycle Design.

RIDE x Viiala

RIDE is a design house founded by Craig Dent, and built on “the belief that creativity thrives when people do — a platform where collaboration and purpose move in unison. With this philosophy, RIDE is on a path to set a new standard in vehicle design — where form, function, and feeling merge into something truly transformative”.
In the latest update from Viiala, we’re told that “the collaboration between RIDE and Viiala brings together two visions committed to redefining how movement is designed — creating bicycles where emotion, precision, and innovation flow as one.”

Craig Dent: My moment beyond return

With two decades in motorcycle and mobility design, Craig has shaped some of the most iconic machines of our time.

Craig Dent RIDE X Viiala profile picture Viiala teases upcoming first look and shares collaboration insights“There was a point in my career when I realised design had to mean more than refinement. After years as a Design Director in an agency, I felt the need to build something different — a platform where people could truly flourish. That realisation became my moment beyond return.
“I founded RIDE on a simple belief: leadership isn’t about telling people what to do — it’s about creating the space for them to realise their potential. When talented people feel seen, trusted, and inspired, design naturally rises to another level.
“That philosophy has guided me ever since — and it’s what drew me to Viiala. Together, we are not just designing bicycles; we’re redefining how design in the bicycle world is done. It’s a better way to operate, to collaborate, and to create.

“At Viiala, design isn’t decoration or iteration. It’s transformation — the moment when form, function, and feeling merge into something you can’t quite explain, but will never want to leave.
That’s the craft of motion. That’s my moment beyond return.”