Harley-Davidson Newcastle, a blend of tradition and innovation, has been reimagined not just as a dealership, but as a community hub. It's a carefully crafted experience, a testament to meticulous planning, and a homage to an enduring legacy.
Industry
Automotive Dealership Design & Fitout
Collaborations
Design Fresh Design International
Build Skelcon
Signage Signwave
Furniture Krost
Link Fraser Motorcycles
Photo courtesy of Harley-Davidson
Opportunity
It was crystal clear from day one: to capture the soul of Harley-Davidson and present it in a contemporary context.
The team embarked on an ambitious plan to segment the sprawling space into specific zones, each playing a pivotal role in the customer's journey. From conceptual sketches to 3D visualisations, every design decision was underpinned by the ethos of the brand.
As the Fraser Motorcycles Newcastle dealership gears up for its next chapter, it stands as a testament to design excellence and passion.
A beacon not just for motorcycle enthusiasts but for anyone who appreciates the intricate connection between form and function.
Outcome
The design draws from innovation and Harley-Davidson's legacy. Discover a space where every design choice tells a story, and every corner holds a promise of what's to come in motorcycle retailing.
The dealership is not merely a brick-and-mortar entity where transactions occur. It's a carefully crafted experience, a testament to meticulous planning, and a homage to an enduring legacy.
This story is as much about design excellence as it is about the legendary motorcycles. Every detail, every nook, every corner is a culmination of intense brainstorming sessions, multiple design iterations, and the passionate effort of a dedicated team.
A reimagined home for Harley in the heart of Newcastle, where the Fraser Motorcycles dealership has been transformed into a space that honours legacy while embracing modern design.
This isn’t just a dealership, it’s an immersive retail experience shaped by incredibly thoughtful planning, detailed craftsmanship, and a deep respect for Harley-Davidson’s culture. Every line, finish, and fixture reflects a journey of creative collaboration and design excellence.
Images © Harley-Davidson™
Harley-Davidson
A symbol of freedom, power, and rebellion, Harley-Davidson is more than a motorcycle brand — it’s a global icon.
Built on over a century of craftsmanship and culture, Harley represents the open road and the spirit of independence. From timeless V-Twins to modern performance machines, every Harley carries the legacy of those who ride with purpose.