THEX 23|24 - Thule Experience was Thule's first-ever prestigious event, where the Swedish manufacturer demonstrated all of its new products, while showing attendees how excellent racks, roof boxes, bicycle accessories, bags and other transportation solutions are designed, manufactured and tested. We had the pleasure of participating in this event, accompanied by a team of Polish journalists from 7 leading automotive, technology, bicycle and parenting media.
The trip to Sweden consisted of two key parts - a visit to the town of Hillerstorp in the Jönköping region, where Thule's oldest factory and the company's state-of-the-art product testing center are located. The company's guests had the opportunity to tour both facilities and talk to specialists responsible for the most diverse aspects of creating and testing products with the Thule logo.
The clou of the trip, however, was THEX 23|24 - Thule Experience - an official launch of Thule novelties organized in the unique Lokstallarna industrial facility in Malmo, where all Thule products being prepared for market launches were presented on a catwalk. They were shown in action by Thule ambassadors, more than 40 of whom were at the event, including surfing legend Garrett McNamara with his wife Nicole and children, legendary mountain guide Apa Sherpa or freestyle snowboarder and architect, Maria Kuzma. A special guest was an alpine skiing legend, Ingemar Stenmark - Thule's first-ever ambassador.
The latest products - including, among others, car child seats, car tents, roof racks or new series of bags - were also available for visitors from Poland. Among the more than 600 guests of the event from all over the world were dozens of journalists, the largest group of whom were just representatives of the Polish media, representing the editorial offices of Autoblog.pl, Auto-Swiat.pl, MagazynBike.pl, Chip.pl, National Geographic Traveller, Magazyn T3 and Rodzice.pl.