Harley Davidson Museum: Shop
Pentagram
Retail Signage
Design
Creative Direction: Michael Beirut

The Harley-Davidson Museum showcases the history, culture and engineering of a uniquely American icon. Inspired by the bike rallies in places like Sturgis and Laconia, the museum has both indoor and outdoor components that create a new neighborhood within the city and allow for a continuously changing street display of visitors’ bikes.

Conceived of as a factory typology within an urban fabric the inspiration extends to the interior, which has an exposed structure. Platforms, railings, display cases and slatted walls refer to the industrial vernacular of simple machinery and the world of the garage and factory.

Create a signage display in the museum shop to establish a sense of place while seamlessly integrating into the factory typology of the space. This was achieved by utilizing multiple layers of Banker Wire- a welded mesh material commonly used in architecture and industrial applications. The ultimate result is a strong powerful sign that dissapears into the space as you move around it.