The Ask: To create an experience for Harley-Davidson that would speak to the WSL fans and lifestyle.

The Answer: We created an open and welcoming footprint that moved away from the brand’s traditional dark and gritty look and instead embraced a more casual beach lifestyle. A JumpStart experience featuring the new electric motorcycle, Harley-Davidson Livewire, gave consumers the opportunity to go from 0-69 in just 3 seconds and experience what an electric motorcycle has to offer. Additional ICE bikes were on display as well. In our customization area guests could collaborate with our team on a printer gun experience to co-design one-of-a-kind branded bandannas.

Iron-E Kids Area: In addition to the main footprint we had a secondary footprint for kids where they could experience the new Iron-E electric bicycle.

Demo Experience: We also had an offsite experience for current riders where they got the opportunity to do a demo ride with the Livewire bike. It was one of the first opportunities for the general public to ride the Livewire. We set up at a hotel near the US Open of Surf location in Huntington Beach and invited out media and local riders through the dealerships.