Architects Ground ®




-> Harley-Davidson Renovation
1st Place - Harley-Davison S.E. Competition


Santa Fe, Mexico City
Harley-Davidson in Santa Fe celebrates the motorcyclist culture by integrating the street as part of the shop, creating a stop for the motorcyclists.

Shaded by a cantilever, the stop offers a view to the first Harley-Davidson digital gallery in Latin America. From there, visitors can observe the screens of the digital gallery and watch the motorcyclists come and go, hearing the roar of the motorcycles as they leave. Further, the motorcycles are parked in rows of three, evoking their arrangement like in the museum in Milwaukee.

The digital gallery and the shop complement each other with the goal of attracting and spreading the motorcyclist culture to as many visitors as possible.