Elja wins Product of the year at the Icelandic Design Awards 2025
Elja by Lauf Cycles is a full-suspension mountain bike that uniquely combines the characteristics of a mountain bike, a racing bike, and an urban commute, merging performance, versatility, and everyday usability in one design.
As Lauf Cycles’ first mountain bike, every aspect of its design is guided by the goal of delivering an exceptional riding experience. With Elja, Lauf introduces a technically distinctive bike in the competitive world of mountain biking, a model equally suited to racing and year-round urban mobility, as well as functioning effortlessly as a daily commuter in all weather conditions. Its design allows riders to move between environments, from rugged trails to city streets, without compromising performance or comfort.
The ingenious simplicity of Elja’s design lies in its rear suspension system. Unlike conventional mountain bikes that rely on complex multi-link mechanisms, Elja employs a single-pivot suspension, the Lauf Single Pivot (LSP), an in-house innovation that exemplifies Lauf’s technical clarity and precision. This solution maximizes performance while maintaining a clean, efficient structure. Elja is available in two versions: the Trail model and the XC (Cross-Country) model, the latter designed specifically with competitive performance in mind.
The design focuses on creating an exceptional riding experience, with an emphasis on quality and durable materials to ensure longevity. Each bike is produced in limited quantities, reflecting the company’s commitment to slow production principles and environmental responsibility.
In Elja, design, advanced engineering, user-centered thinking, and sustainable craftsmanship converge. The technology behind it delivers a uniquely fluid off-road experience while expanding the potential for year-round, eco-friendly mobility. Distinctive in both its design and technology, Elja stands out internationally for its precision, performance, and uncompromising aesthetic.
Lauf Cycles was founded in 2011 and first made its mark in the cycling world with a groundbreaking suspension fork designed specifically for small impacts. This innovative design earned Lauf Cycles a strong and distinctive position in the world of gravel biking.
The company was founded by Benedikt Skúlason and Guðberg Björnsson. What began in a garage in Grafarvogur, Reykjavík, has grown into an international bicycle company with 25 employees. The company’s headquarters are in Reykjavík, while all production takes place at Lauf’s factory in the United States.
The award ceremony took place for the 12th time on November 6th in Gróska, in the presence of a large crowd who celebrated outstanding design.
The Icelandic Design Award honours the best Icelandic design and architecture annually. The importance of design in society, culture and business has been growing steadily, and it is therefore vital to increase the understanding of good design and highlight the value of quality.
The Icelandic Design Awards were established by Iceland Design and Architecture in collaboration with the Iceland University of the Arts and Museum of Design and Applied Art, with support from Business Iceland, Housing and Construction Authorities, UI Science Park, Gróska - innovation and business growth center and the Blue Lagoon.
