The cyclists signed up for a 450 km long race, that would take them from Mediamatic Amsterdam to Rotterdam, Middelburg and via Den Bosch and Utrecht back to Amsterdam. A race that was set up as an answer to the Giro and which in fact covered the parcours of the first 3 days of that Grand Tour.
The cyclists started at Mediamatic and had to check in via the ikCam. The whole downstairs area of Mediamatic filled up with expensive, thin wheeled shiny bicycles, boys in spandex wearing little cyclists caps and a couple of girls wearing helmets and pink blushes on their cheeks, all eating whole tomatoes wrapped in cold pancakes.
But when the cyclists left, the vogue was not over. Actually, the live reporting of the grand tour of couriers took place from the middle of the Mediamatic bank. For 24 hours Mediamatic would be taken over by an active craze of courier fetishes.