Architects are DMG architecture, Bourgeois Lechasseur Architectes

The complex measures nearly 8000 square metres and houses a large showroom, a museum that includes several collectors’ items, and a large repair shop. The program also includes a theme restaurant and administrative offices.

The inside of the building is designed more like a museum walkway than a simple store. The interior layout is designed to create an experience for visitors. The main entrance is located under the tower and marks the entrance to the world of Harley-Davidson. Once in the hall, visitors are submerged in the light that comes from the tower.

More than a signal building, Prémont Harley-Davidson captures the spirit of the legendary motorcycle brand and gives it shape, while creating a unique architectural response in this generic environment.