Harley-Davidson 100th Anniversary Open Road Tour
One of the largest shows of its kind, this traveling exhibition fills over 80,000 square feet of exhibition space when installed and a fleet of over 100 trucks when transported. Harley-Davidson saw the opportunity to throw a birthday party for its extended family of enthusiasts and to affirm its legacy as an American icon to the broader public. For the designers, the challenge was creating a flexible, large-scale exhibition that accurately and substantially represented the Harley-Davidson experience – diehard bikers can be very discerning. To achieve this, the designers organized the exhibition around three large tents, each devoted to a separate theme. The customized, circular “Machine” tent is the largest and most distinctive, focusing on the design and engineering of the bikes and their engines. Its central support is an “engine tower” covered in the letter designations of Harley’s classic engine types. Every three to four minutes, this “hub” emits the distinctive rumble of a Harley engine. The space also includes a display of the style department’s 100 favorite tank graphics, presented within a fabric form – a tent within the tent – that is a riff on the teardrop shape of the Harley gas tank.
J. Abbott Miller (Lead Designer), James Hicks, Jeremy Hoffman
80,000 sq. ft.
Ziger/Snead Architects (Architecture), FTL (Tent Design)
Design & Production, Inc., Reiger Image Labs, Windsor Fireform, Filmet