BUELL MOTORCYCLES

This performance motorcycle company was founded by former Harley-Davidson engineer Eric Buell and are sold in select H-D dealerships. Because Buell owners are a breed apart Harley riders, we designed a store-within-a-store concept to create a completely different atmosphere that fits this elite brand of racing bike. While Harley-Davidson plays on their century of history, we crafted the Buell area to reflect the contemporary, hands-on attitude that typifies their owners. With alcoves made from corrugated shipping containers and maintenance lifts borrowed from garages, we created an environment that evokes the look and feeling of a performance bike workshop. The result was a distinctly different area to showcase Buell without the need for building a separate dealership.