Bookman – a new SAFER partner supporting safety for vulnerable road users

Sep, 01 2022

We welcome our new SAFER partner, Bookman, a company that creates inspiring visibility products with a minimalist design for cyclists, runners, pedestrians and others who need to see and be seen in traffic. 

Bookman is a small company, based in Stockholm, aiming to be at the forefront of innovation and research around road user behaviour and innovative product design that reduce accidents in traffic. A key research question of interest is looking into changing behaviour and how to increase usage of visibility products. 

Magnus Granström, Director at SAFER, is looking forward to the collaboration:

“It will be valuable to find project opportunities and learn about the significance of, for example, the design of reflective products and how we can use a scientific approach to increased usage of these items, which are so important for visibility in traffic”.

The new partner has experience in product design as well as access to a relevant customer base that could bring valuable insights to SAFER’s research about vulnerable road users.  With focus on the design and their details, such as quality and safety, the products aim to be more attractive to wear.
Bookman AB is a Swedish company, whose products can be found in many of the world's leading stores, has won several international design awards. Read more about Bookman at 

Bookman AB is entering the SAFER partnership at level 3 as an associated partner.