This is a bicycle light system that would be hard to ignore: super safe.

Below is a statement about the technology:

We created a system that requires very little rider input and maintenance, while increasing the visual footprint of bikers from all directions especially from the side. We accomplished this by expanding the surface area of light emitted through the use of RGB LEDs inside the rims of the wheels that change from red when slowing down to white when at cruising speed.

Check out the entry at vimeo: http://vimeo.com/23544972

Check out the conversation: http://surg2011.tumblr.com/