Jordan Parnass Digital Architecture (JPDA) is now known as Circular logo

Harley-Davidson Dealership Prototype

Milwaukee, WI, USA • 2012

Reimagining the showroom experience to uncage the machine within.

In working closely with Harley-Davidson’s Retail Experience Group, Circular developed a series of maneuvers to transform a hypothetical North American dealership into a beacon for the Motor Company. Through this process, Circular outlined these experiential goals which are applicable to any Harley-Davidson dealerships and will form the basis for any renovation work:

CLARIFY Store layout should organize the products, providing cues to navigation and product categories.

ELEVATE Merchandising should romance the product and suggest upgrades and impulse buys.

UPSCALE The store’s materiality and forms should generate a unique and memorable image and positive brand associations.

UNCAGE The store should be brimming with the promise of the wind, skies and open road.

In working closely with Harley-Davidson’s Retail Experience Group, Circular developed a series of maneuvers to transform a hypothetical North American dealership into a beacon for the Motor Company. Through this process, Circular outlined these experiential goals which are applicable to any Harley-Davidson dealerships and will form the basis for any renovation work:

CLARIFY Store layout should organize the products, providing cues to navigation and product categories.

ELEVATE Merchandising should romance the product and suggest upgrades and impulse buys.

UPSCALE The store’s materiality and forms should generate a unique and memorable image and positive brand associations.

UNCAGE The store should be brimming with the promise of the wind, skies and open road.


In working closely with Harley-Davidson’s Retail Experience Group, Circular developed a series of maneuvers to transform a hypothetical North American dealership into a beacon for the Motor Company. Through this process, Circular outlined these experiential goals which are applicable to any Harley-Davidson dealerships and will form the basis for any renovation work:

CLARIFY Store layout should organize the products, providing cues to navigation and product categories.

ELEVATE Merchandising should romance the product and suggest upgrades and impulse buys.

UPSCALE The store’s materiality and forms should generate a unique and memorable image and positive brand associations.

UNCAGE The store should be brimming with the promise of the wind, skies and open road.

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