Designer-inventors Anna Haupt and Terese Alstin wanted to solve the problem with ugly bike-helmets, and six years ago they had an idea. Six million kronor in research and development later, their idea is ready to go on sale as Hövding helmets. How do you make a non-ugly helmet? Easy, you don't put one on your head, the Hövding helmet is an air bag for your head. The simplest solution is usually the right one, check out the slow-motion crash scenes in the news reportage below (starting at 0:42) to see the helmet in action.
Update, more crash test footage.
Since people are asking about the price, it will retail for around 3000 SEK, which is approx 322 Euro or 445 USD in todays value.