BMW Motorrad has been a top player in the industry for over a century, producing motorcycles of exceptional quality and innovation.

BMW engaged Circular to develop an innovative design concept that combines authentic materials, interactive fixtures, and lifestyle merchandise to provide a branded retail experience in its motorcycle showrooms. BMW's latest Heritage collection celebrates the brand's legacy while incorporating cutting-edge technology to create a modern riding experience. 

Milwaukee's new BMW Motorrad showroom exemplifies the implementation of the new concept. The Heritage Area, situated in the center of the showroom, is a community space for bikers to gather and share their memories and experiences. 

The area's unique design, including a combination of dark wood herringbone flooring and black-and-copper slatted walls and ceiling, sets it apart. Staff members can use the customization wall panels to showcase the motorcycle parts and demonstrate how they will look on bikes, enhancing the shopping experience.

Well-worn furniture, vintage graphics, and lifestyle decoration add to the brand's storytelling, creating a dynamic and interactive environment.