Harley-Davidson's iconic motorcycles deserve equally impressive showrooms, and Butterfield Design delivered just that with their innovative redesign of the brand's UK dealerships. The design team crafted a new retail concept and multi-format design guidelines for all the showrooms, allowing each to adopt a unique local vernacular appearance while remaining true to Harley-Davidson's core customisation ethos. The resulting network of showrooms offers a consistent brand experience, with identical display and merchandising across locations, ensuring maximum economies of scale for the client.