Overview
Foster + Partners designed a retail podium concept for the British motorcycle manufacturer Norton Motorcycles. This design initiative forms a component of Norton Motorcycles' ongoing rebranding efforts. The developed retail experience aims to highlight specific brand attributes through its design elements.
Research Context
The retail experience was conceived within the broader framework of Norton Motorcycles' rebranding project. This project is structured around two primary objectives: emphasizing the company's engineering heritage and promoting a modern, global outlook. The retail podium's design is intended to contribute to these overarching brand repositioning goals.
Approach
The design approach by Foster + Partners involved the creation of a showroom concept. A specific design element within this concept includes sleek metal display stands. These stands are engineered to present the motorcycles in a manner that likens them to sculptures positioned on a plinth. The overall retail environment was developed with the intention of communicating "precision and modernity" as core brand values.
Findings
Foster + Partners developed a showroom concept for Norton Motorcycles. This concept incorporates sleek metal display stands designed to visually elevate motorcycles, presenting them akin to sculptures on a plinth. The retail experience was developed to underscore the "precision and modernity" of Norton Motorcycles. This development is part of an ongoing rebranding project by Norton Motorcycles, which seeks to highlight the company's engineering heritage and project a modern, global outlook.
Why This Matters
The development of a distinct retail concept contributes to a brand's visual identity and market perception. By emphasizing engineering heritage and a modern, global outlook through design, Norton Motorcycles' rebranding project aims to reinforce its market position.