Experience Orbea like never before

It represents a new chapter in how we bring our brand to life through digital experiences. It’s a project driven by a clear ambition: to create a platform that reflects who we are, how we think, and how we want people to experience Orbea long before they get on one of our bikes.

For years, our website has been the place for riders to discover our products. But expectations have changed. Today, people are not only looking for specifications or comparing models. They want inspiration, clarity, and confidence in understanding which bike is right for them.

Our goal was to move beyond the traditional e-commerce mindset, where digital experiences are built around catalogues and product listings. Instead, we wanted to create an experience where the bike is the starting point of every interaction, allowing the product to naturally connect people with the values and purpose behind Orbea.

This transformation also allowed us to strengthen how we express our brand beyond the product. We’ve introduced dedicated brand spaces that make our culture, purpose, and the people behind Orbea more visible throughout the experience. From understanding what drives us, to exploring how we work and what we stand for, these spaces help people connect with Orbea on a deeper level.

The product detail page and MyOrbea Custom configurator have been unified into a single, seamless journey where personalization is a natural part of discovering each bike. Step by step, riders can explore different configurations in a clearer and more intuitive way.

We’ve also introduced enhanced 3D visualisation, allowing colours and finishes to be represented more realistically, along with richer information about components and configuration options. This helps riders better understand and create the bike that best fits their needs.

Beyond the visual experience, we’ve rebuilt the technological foundation of the platform from the ground up. This new architecture improves performance and security, while allowing us to evolve the experience much faster in the future. We’ve also rethought how product data, configuration logic, and digital assets are managed, making the platform more flexible over time.

Navigation has also been simplified, bringing bikes and ebikes into a more coherent structure that makes it easier to explore the range and understand the differences between models.

None of this would have been possible without close collaboration across internal teams and external partners. Different perspectives, disciplines, and ways of thinking have helped shape the outcome and push the project further than any single team could have achieved alone.