A New Road To Success
You don't become an iconic brand like Harley-Davidson without recognizing the need to innovate. That's why they came to FRCH looking for a new dealership experience that would attract an expanded customer base and still satisfy their core audience.
To accomplish this, we developed several "experiential-based" strategies to help Harley-Davidson rethink the way they sell bikes. While the bike still remains the hero, our new dealership design is now more experience-driven to create a lasting emotional bond with the Harley-Davidson brand. Bold graphics and visual merchandising lead the consumer on a multi-sensorial journey of discovery. We showcase the legendary look and feel of the brand, while adding modern cues and detailing that are welcoming to past and future customers.