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Buell Motorcycles
Creating a unique space for a unique brand, Shook Kelley worked with Harley-Davidson's sportbike brand, Buell, to help them step out of the shadows.
While Harley-Davidson is one of the most well-known brands in the world, not as many consumers were aware of Harley’s sportbike brand, Buell. Based on extensive research into the brand, Shook Kelley discovered some of the root causes for this lack of awareness. Probably the biggest challenge that Buell faced was that its motorcycles were sold inside of Harley stores, even though the Harley tribe was very different than the emerging Buell tribe. Shook Kelley recognized the need for this Buell tribe to have its own space that fit its unique needs, interests and passions.
Leveraging the deeply resonant story of Buell’s founder and chief engineer Erik Buell, Shook Kelley designed a set of “store within a store” concepts that distinctly separated Buell space from Harley space in order to change the context for current and potential Buell consumers, who had a different mindset. This new concept allowed Buell to focus on what it did best, which was talking about engineering and innovation concepts, like torque and rider physics, while creating an experience and context where the bikes look and feel more appropriate.
The space helped tell the Erik Buell story of engineering feats and mechanical innovation.
The space used the vernacular of a metal shipping container, helping tell the Erik Buell story of engineering feats and mechanical innovation in order to get consumers excited about the brand. The use of graphics that resembled blueprints communicated the brand’s dedication to engineering innovation, while other graphics spoke to Buell’s emerging tradition of sportbike racing success. Even the merchandising displays for the bikes and parts and accessories helped develop a genuine context for consumers that situated them in an Erik Buell workshop realm.
On the heels of the successful store within a store concepts installed in Harley dealerships, Shook Kelley further developed prototype store designs for entirely separate Buell shops. Inspired by the design of the quonset hut, a WWII-era lightweight prefab structure made of corrugated steel with semicircular cross-sections, the new Buell concept store sought to create a community center and sales space for the more machine-minded Buell rider. The modified quonset hut design tells the Buell story and ties together the brand's distinctive identity, creating an immersive environmental realm for riders.
While Harley-Davidson is one of the most well-known brands in the world, not as many consumers were aware of Harley’s sportbike brand, Buell. Based on extensive research into the brand, Shook Kelley discovered some of the root causes for this lack of awareness. Probably the biggest challenge that Buell faced was that its motorcycles were sold inside of Harley stores, even though the Harley tribe was very different than the emerging Buell tribe. Shook Kelley recognized the need for this Buell tribe to have its own space that fit its unique needs, interests and passions.
Leveraging the deeply resonant story of Buell’s founder and chief engineer Erik Buell, Shook Kelley designed a set of “store within a store” concepts that distinctly separated Buell space from Harley space in order to change the context for current and potential Buell consumers, who had a different mindset. This new concept allowed Buell to focus on what it did best, which was talking about engineering and innovation concepts, like torque and rider physics, while creating an experience and context where the bikes look and feel more appropriate.
The space helped tell the Erik Buell story of engineering feats and mechanical innovation.
The space used the vernacular of a metal shipping container, helping tell the Erik Buell story of engineering feats and mechanical innovation in order to get consumers excited about the brand. The use of graphics that resembled blueprints communicated the brand’s dedication to engineering innovation, while other graphics spoke to Buell’s emerging tradition of sportbike racing success. Even the merchandising displays for the bikes and parts and accessories helped develop a genuine context for consumers that situated them in an Erik Buell workshop realm.
On the heels of the successful store within a store concepts installed in Harley dealerships, Shook Kelley further developed prototype store designs for entirely separate Buell shops. Inspired by the design of the quonset hut, a WWII-era lightweight prefab structure made of corrugated steel with semicircular cross-sections, the new Buell concept store sought to create a community center and sales space for the more machine-minded Buell rider. The modified quonset hut design tells the Buell story and ties together the brand's distinctive identity, creating an immersive environmental realm for riders.
