Project News
The Harley-Davidson Museum announces plans to reshape its campus
Author
Harley-Davidson Press
Date
February 22, 2022
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With two all-new retail stores, a greatly enhanced Experience Gallery and a soon-to-be-completed year-round event building, the H-D Museum aims to solidify Milwaukee’s rep as the motorcycle mecca.

Harley-Davidson told you they were going to rev it up in 2022. With travel and tourism set to come roaring back, the Harley-Davidson Museum is announcing plans to enrich the campus-wide experiences that can only be found at the crossroads of 6th & Canal – both for riders and non-riders alike.

Since 2008, the H-D Museum’s 20-acre campus has been a must-do destination for guests from around the globe who have soaked up memories that will last a lifetime. Anniversary celebrations, rallies, Bike Nights and special events have made the H-D Museum™ campus one of Milwaukee’s top attractions for millions of people. And beginning later this year, the H-D Museum aims to give guests even more reasons to put Milwaukee on their “must visit” list.

The campus makeover began last summer with the groundbreaking of a new, year-round event space. Slated to welcome its first guests in spring of 2022, the all-new Garage will boast more than 8,000-square-feet of event space, 14’ floor-to-ceiling glass doors that open up to the H-D Museum’s park-like campus, amazing views of Downtown Milwaukee, waterfront views of the Menomonee River and is booking now for your private special event.

The H-D Museum has also begun work on the transformation of its retail footprint. In the coming months, the current Shop will pack up its Harley-Davidson Museum-branded merchandise, authentic reproductions, accessories, and gifts and move across the street to the former Garage. The move will allow The Shop to expand to more than triple its current size and give tourists and H-D enthusiasts even more options when it comes to bringing home a piece of Harley-Davidson history.

The new Harley-Davidson Shop will offer more than 150 new products and many new unique experiences – including demos on Serial 1 e-bikes for grown-ups and complimentary spins on IRONe™ electric balance bikes for the kiddos. After that ride of a lifetime, you’ll be able to purchase a Serial 1 or IRONe on the spot. And since customization has been a hallmark of Harley-Davidson for decades, you will also have the opportunity to create your own one-of-a-kind items that stand out from the crowd.

Once the new Harley-Davidson Shop is in place, the former Shop space will become Harley-Davidson’s first-and-only Factory Shop to offer discontinued Motorclothes products – including helmets, gloves, jackets and more – in limited quantities and sizes.  The two locations will encompass more than 13,000 square feet of Harley-Davidson premium retail experience.

Finally, work has already begun to bring a revitalized Experience Gallery to the impressive collection on exhibit at the H-D Museum. With inspiring stories from riders who have turned their dream of learning to ride into reality, a look at the epic journeys you can only experience behind the bars of a Harley-Davidson® motorcycle, plus the chance to throw a leg over a new Harley-Davidson #FreedomMachine, the reinstalled Experience Gallery will show the world how United We Ride!

“For nearly 15 years, we have been thrilled to welcome guests from around the globe,” said Bill Davidson, great-grandson of one of Harley-Davidson’s four founders and Vice President of the H-D Museum. “This investment signifies our commitment to Milwaukee and the Menomonee Valley. With Milwaukee making its mark on the global stage, we’re excited to unveil these new additions to campus later this spring and welcome everyone to check them out in person.”

For more information or to nab tickets, visit H-DMuseum.com. Stay tuned to the H-D Museum social channels and website for word on events, promotions, and celebrations later this year.

Luci Creative is excited to be providing exhibit design services for the revitalized Experience Gallery in partnership with interactive experience design firm Envoy, and custom fabricator Ravenswood Studio.