Doc’s Harley Davidson

This project captures the look of a factory, modernizing the store but retaining the biker nostalgia that is central to the Harley-Davidson experience.
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Clayco completed a $2.7 million expansion for Doc’s Harley-Davidson, a Kirkwood landmark, to triple its size. The expansion was initiated in response to increased demand for Harley-Davidson motorcycles. The expanded Doc’s visually conveys the rough and tumble image of the Harley-Davidson brand name while maintaining the nostalgic look of a small-town motorcycle shop.

Lamar Johnson Collaborative, Clayco’s full-service design and engineering collaborative, carefully studied the company’s historic manufacturing plant in Milwaukee and created a dealership that captures the look of a factory, modernizing the store but retaining the biker nostalgia that is central to the Harley-Davidson experience. The design captures the look of the Harley-Davidson motorcycle shops that dotted historic Route 66 from Chicago to Los Angeles.