This is the £1,099.99 Evolve Disc urban bike from Danish company Principia. The all-white paintjob and colourful graphics really make it stand out from the pack.
Look deeper and you'll find an aluminium frame and carbon fork, Bengal Helix hydraulic disc brakes, Shimano Tiagra shifting and FSA Omega cranks. There are some nice touches, including the way the cables are routed neatly through the head tube, and mudguards are provided.
Cycling Plus magazine will have a full review of the Evolve in an upcoming issue of the magazine. Give us your first impression of the bike in the comments section below.