Home' Commercial : Commercial Designs 2010 Contents 74 WA's Best Commercial Designs 2010
Fraser Motorcycles houses some of the
biggest names in the business -- Harley-
Davidson, Ducati and BMW are all sold and
The new Sydney flagship store (also home
to the company's headquarters) was designed
to become the benchmark for automotive
retail design around the world.
Dreamtime Australia Design wanted
to turn around the stark, cathedral-like
facilities that dominate the automotive
industry and instead, provide an engaging
and imagination-stimulating environment to
represent the world of motorcycling.
The space consists of a dramatic blend of
industrial, organic and highly artistic design.
Internally, there is a mix of recycled brick,
dark bronze-finished laser-cut plate and
gear panel aluminium panels, and sandstone
walls with sandblasted images of motorcycle
engines carved into them.
Polished concrete flooring with patchy
exposed aggregate gives an old warehouse
look, while the 6.5m-high ceiling highlights
the exposed services and ducts, providing a
dramatic, industrial feel.
Recent purchasers wait in a pre-delivery
area, which is enclosed behind a glass
showroom with "peek-a-boo", gear panel walls.
Dreamtime likens the area, where
customers can watch their newly purchased
motorcycles be fitted with accessories, to a
candy store allure for motorcycle enthusiasts.
According to the powers that be at
Dreamtime, Fraser Motorcycles is coming to
Perth soon and another spectacular design
will accompany it.
Images Paul Gosney
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