Fraser Motorcycle’s new flagship store presents all the adrenaline pumping, hair- raising excitement sought by motorbike enthusiasts.
July 27th, 2009
Automotive retail designers around the world will stand up and listen to the roar exuding from Fraser Motorcycles new flagship store as it surpasses boundaries to present a space like no other.
Imbuing the space with an edgy, nostalgic feel, Viridian glass has cleverly laser-cut famous motorcycle journeys, such as the path from the film Easy Rider, into the store’s metallic exterior.
These ‘stories’ are then backlit at night to compel passers-by whilst Viridian’s broad expanses of glass provide peeks into the exciting space that dwells within.
The showroom itself was designed by Dreamtime Australia Design and houses a workshop, sales offices, function room, board room and restaurant as well as the thrilling Dynamometer (‘Dyno’) testing room.
The Dyno room tests motorcycles at full speed in a safe and controlled environment, whilst flabbergasted visitors observe the commotion.
When at top speed, a high performance Ducati or Harley Davidson will hit sound levels in excess of 100 decibels, thereby doubling Australian standard limits and causing problems in the store’s original plan.
Dreamtime Australia Design’s Andrew Jones explains that this obstacle was overcome by encasing the room “…in a glass box which had to be custom designed and acoustically engineered to bring the sound level down by the required 50 decibels.”
The result was so successful that guests can now enjoy meals in the showroom’s restaurant completely unaware of nearby motorcycle tests being undertaken a mere few metres from their tables.
Viridian’s clever manipulation of glass is repeated throughout the store, from the bathroom walls to a glass covered floor trough, all are invaluable to the building’s overall look and feel.
Jones confirms, “Visitors are provided with an interesting and unique use of glass at every turn.”
Due to the store’s vast size, air conditioning and resulting environmental impacts were of great consideration. Viridian responded to this concern by using Low E glass, thereby reducing air conditioning by 30% and UV transmission by 70% when compared to ordinary glass.
INDESIGN is on instagram
Follow @indesignlive
A searchable and comprehensive guide for specifying leading products and their suppliers
The internet never sleeps! Here's the stuff you might have missed
What makes a retail outlet feel local? Aēsop is the master of creating authentic yet idiosyncratic design outlets and the latest to pop in Singapore is no different. Designed by MLKK, AēsopVivoCity Mall uses rattan, cement tiles and lime wash to create a distinct Singaporean domestic vibe.
