harley-davidson dealership design -...

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Jordan ParnassDigital Architecture

HARLEY-DAVIDSON DEALERSHIP DESIGN

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HARLEY-DAVIDSON OF NEW YORK CITYNew York, NY

The bike lift display (above left) creates a visual link to the lower level (top) showcasing the bikes and customer lounge below.

An expansive glass facade showcases the merchandise and interactive experiences within the dealership.

A T-Shirt display adjacent to the cash desk provides an opportunity for last minute impulse purchases.

A ONE-OF-A-KIND EXPERIENCE FOR A FLAGSHIP LOCATION.The Harley-Davidson dealership in New York’s fashionable TriBeCa district re-imagines the showroom for the digital age.

Our approach was to design an open, engaging environment highlighting the experience of craftsmanship, community, legacy and freedom to attract a younger, sophisticated and more diverse customer base.

This meant developing a shopping experience which honored Harley-Davidson culture, while creating opportunities for physical and virtual product interaction, exploration, socializing, and connection to the spaces of the city and beyond.

The store takes advantage of the high profile Broadway location with an open glass facade. A large interactive digital wall and coffee bar at the front of the store are an invitation to the constant flow of foot traffic and tour buses outside.

The focal point of the multilevel space is a suspended display and bike lift, which ferries motorcycles from the below-ground showroom up to the street level for customer delivery.

An interactive 3-D Bike Builder lets shoppers customize bikes while viewing results in real time on a large projection screen.

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At Harley-Davidson of New York City, a central bike lift delivers newly purchased bikes up to the ground floor, turning the sale into spectacle. An interactive 3-d Bike Builder experience engages and draws customers to the rear of the space.


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A continuous glass facade allows the store to blur the boundary between the showroom and street. The interactive digital video wall creates a dynamic beacon visible from a distance outside the showroom.


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ADAM SMITH’S TEXAS HARLEY-DAVIDSONBedford, TX

A NEW TEXAS DEALERSHIP BUILDING GOES BIG AND BOLD.When Adam Smith approached JPDA to design a new building to house his Bedford, Texas dealership, he challenged us to go big and bold. Adam asked for a building that would become a true destination – unforgettable and unparalleled in its experience for regular customers and visitors alike.

JPDA created designs proposing three options for the building envelope, showroom experience, and budget target.

The first scheme (shown above and on the following page) incorporates a continuous ramp which allows customers to ascend through the showroom to test bikes on the rooftop track. An adjacent cafe overlooks the circuit and opens up for HOG meetings and dealer events.

An second scheme (opposite page) takes advantage of the expansive site by using the building to form a gateway and backdrop for a new outdoor plaza to host large scale events and gatherings.

An alternate scheme aligns the building with the street, creating a gateway to the showroom entrance off of the parking lot and landscaped grounds beyond.

A large ramp serves as an elevated bike display mezzanine and provides access to the roof and track.

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The bike display ramp encircles the building, leading customers up to the track through the main showroom area. After a visit to the rooftop cafe and outdoor event space, the journey is completed with a descent via an exterior ramp back to the parking lot.


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HARLEY-DAVIDSON DEALERSHIP RENOVATIONS Design strategies for existing dealership renovations

JPDA WILL RE-INVENT YOUR DEALERSHIP EXPERIENCE.For the customer, Harley-Davidson is about one thing: fulfilling dreams.

Jordan Parnass Digital Architecture (JPDA) will help you to transform your dealership into a space that expresses and satisfies that promise.

A few key goals inform our approach for dealership designs and renovations:

CLARIFY - Store layout should organize the products, providing cues to navigation and product categories.

ELEVATE - Merchandising should romance the product and suggest upgrades and impulse buys.

UPSCALE The store’s materiality and forms should generate a unique and memorable image and positive brand associations.

UNCAGE - The store should be brimming with the promise of wind, sky, a roaring V-twin, and the open road.

Natural light dramatically highlights feature displays which serve as beacons and way-finding points. Through graphics and merchandising, these areas serve to differentiate product and educate customers on bike models and lifestyles.

(Top) An existing masonry shell is transformed into a bold roadside icon. (Above) The customization and bike builder takes advantage of both digital and physical tools to help customers craft their ideal bike.

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The Rider Lounge provides a social space to relax, ask questions, learn more about the Harley legacy, and plan your next ride.


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68 Jay Street, Suite 213Brooklyn, New York 11201718 852 2650 [email protected]

www.jpda.net/harleytwitter.com/jpdainfo facebook.com/jpdanet


HARLEY-DAVIDSON DEALERSHIPS, DESIGNED BY JPDA.Craftsmanship, Community, Freedom. That’s the promise of a Harley. And that’s the promise to your customers JPDA embeds in every dealership we design.

Jordan Parnass Digital Architecture’s design professionals will create a memorable, efficient and flexible design for your dealership that champions your products and evokes the power of the Harley legacy.

New dealership buildings become immediate landmarks and destinations. Existing dealerships benefit from budget-smart

renovation strategies and innovative display concepts so you can provide an exceptional level of customer experience.

There are no “cookie cutter” solutions. We consider each dealership a unique project, designed to your specific needs and budget, and capitalizing on your experience and knowledge of your specific regional customer base and local market.

harley-davidson dealership design -...

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