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Retail Design – Alterations/Additions

Victory Motorcycles

Winner: Retail Design – Alterations/Additions
Winner: DDS Pty Ltd

(03) 9696 6599
Justin Morris

The project involved the refurbishment of a heritage building into a flagship motorcycle dealership and service centre, with the aim of establishing an environment suitable for the launch of a new motorcycle brand into Australia that reflected the strong lifestyle associations of the product and the dominant positioning of the competition. The site represented the first company-owned dealership worldwide for the client, and had to embody the best standards of presenting its product.

The project was delivered within tight time frames, delivered in merely three months from concept to completion. It incorporates state-of-the-art audio-visual systems, and trials new concepts in motorcycle retailing.

A former horse stables has been redesigned to house transport of a very different nature. Located on the fringe of the motorcycling retailing strip, the Victory Motorcycles refurbishment and fitout had to be strong enough to encourage customers to take the risk of visiting a previously unknown brand.

The store front was opened up and given a clear brand logo.

The interiors have maintained the existing warehouse architectural details, and contrast sharply with the chromed and heavily polished products displayed below. Circular elements create strong focal references for display items.

An earthy backdrop grounds this showroom and its product displays, which are highlighted by neon lighting and mirrored panels.