Best Custom Cycle Shop - 2001
Too Much Concept USA
"We design motorcycles that the client chooses from his dreams," Steven Baroukh says in a lilting French accent. Baroukh, along with his wife, Beatrice Ummels, and partner Yves Blanco, take standard-issue motorcycles and turn them into swooping constructs of steel and chrome. To review the designers' work is to transcend the conventional idea of what wheels, fenders, and engines do. They are themselves dreamers, romantics who sculpt everyday lead-sleds into organic, sensual shapes. A completely custom-built motorcycle can cost anywhere from $40,000 to $72,000. By then the design team's hands will have caressed every inch, internal and external, to lovingly bring it to shape. "Like a beautiful statue, we will bring smoothness to the form," Baroukh explains. "We create the parts, we weld them, we cut them." They've created outré concoctions such as a bike whose frame was encased in the shape of a woman on her back with her knees up, and a futuristic teardrop-shape white rocket. But as much as their focus is form, they are equally dedicated to function. Designs are thoroughly vetted to make sure custom parts won't interfere with the alignment, steering, and weight distribution of the bike. Joints are welded and tested. Bike owners don't need to completely reinvent their scooters. For between $3500 and $6500, the shop will customize a bike with paint, chrome, handlebars, fenders, and mirrors. They also do restoration work on vintage motorcycles. As Baroukh reminds, "Motorcycles are made to ride."