Whilst it may not look like much, this genius helmet takes inspiration from the car airbag and unlike traditional helmets can protect the head around the lower face and jaw too.
They shared on their website: "The airbag is designed like a hood and made in an ultra-strong nylon fabric that won't rip when scraped against the ground. Hövding protects nearly all of the head, while leaving the field of vision open. The inflated airbag covers a much larger area than a traditional cycle helmet and is designed according to current accident statistics. The airbag fixates the neck and provides extremely soft and gentle shock absorption. The pressure remains constant for several seconds, making it able to withstand multiple head impacts during the same accident. After that the airbag slowly starts to deflate. The gas inflator that inflates the airbag is a so called cold gas inflator that uses helium. It is placed in a holder in the collar on the cyclist's back."
It has a sensor inside it that detects when a cyclist could have had an accident, allowing it to inflate the airbag.
They added: "Thousands of tests were done, re-enacting cycling accidents using stunt riders and crash-test dummies, to collect the specific movement patterns of cyclists in accidents. In parallel, an equal amount of normal cycling data has been collected using test cyclists wearing Hövding in everyday cycling. Based on this collected data, we have developed an algorithm that can distinguish normal cycling from accidents ... When activated, Hövding records the cyclist's movements 200 times a second. In the event of an accident, the cyclist's abnormal movement is detected and the airbag inflates."