Fraser Motorcycles are the pre-eminent retailer of prestige motorcycles in Australia, selling and servicing Harley Davidson, Ducati and BMW motorcycles. Their new Sydney flagship store has been designed to become the benchmark for automotive retail design around the world.
Innovative in both its’ philosophy as well as design this facility turns its back on the stark and soulless cathedrals that dominate automotive environment design and instead provides an environment that engages patrons and stimulates their imaginations as to exciting possibilities that exist within the world of motorcycling.
The design mixes an unusual, dramatic blend of industrial and organic yet highly artistic design.
The exterior features a laser-cut façade with legendary motorcycle “journeys” associated with the 3 manufacturers. Covering the upper window panels are laser cut “gear panels” featuring equally recognisable brake discs and drive sprockets from the brands’ more famous motorcycles.
Internally the design features a blend of recycled brick, bronze finished laser-cut plate and “gear panel” plus stunning sandstone walls with sandblasted images of motorcycle engine blocks carved into them.
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