Branding: Design choice: Scooter Lama, by Philippe Starck

It's the most interesting motorcycle never made. Curvaceous, streamlined and perky, the Scooter Lama looks too cool to be true.

You can imagine it zooming through Rome, carrying girls wearing headscarves and sunglasses, on their way to meet Paolo and Carla at the cafe.

But sadly, the Scooter Lama never hit the piazza. Despite its revolutionary looks, it remained only a design. But what a design!

Starck built the prototype in 1992 as a challenge to motor scooter thinking.

He didn't like the look of modern scooters. He found them too aggressive and pointy, like sexual weapons.

Not that there was anything wrong with sex in objects. Starck believed that sex gave objects their appeal. Just look at his chairs, boats and juicers.

But scooters had the wrong sex. So much masculine thrust and power was ridiculous in such little machines.

So he designed a scooter that looked like what it was meant for. Something a senorita could ride to school, without looking like Batgirl on a mission.

And the Scooter Lama was not just amazing looking. It was functional.

The exterior was recyclable plastic, the interior a feisty two-stroke motor.

But when manufacturers finally made the Starck Moto Aprilia 6, it looked pretty much like all other motorcycles. Sad when you think of what could have been.

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