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On Our Radar: Harley-Davidson, Daytona Beach, Florida

Designed with the motorcycle enthusiast in mind, this dealership spans 100,000 square feet




Bruce Rossmeyer’s Daytona Harley-Davidson was built as a 24/7 motorcycle enthusiast destination to celebrate the rider lifestyle. Designed by Designwork Studios (Irvine, Calif.) and one of the biggest Harley-Davidson dealerships in the country, the 100,000-square-foot space is designed to welcome large numbers of riders on a daily basis.

A showroom spanning two floors is decorated with stained concrete, porcelain tile, diamond plates and quartz finishes. The use of weathered wood accents, large-scale graphics and LED signage help visitors navigate the expansive space, dividing it into smaller, more manageable departments, including riding gear, clothing, gifts and collectibles, parts and service. After a recent facelift, the store was able to utilize some dead space.

“The renovation relocated specific merchandise, allowing more inventory to be displayed, while [also] updating materials and aesthetic appeal to the entire store,” General Manager Shelly Rossmeyer Pepe says.

Photography: Courtesy of Harley-Davidson Daytona Beach. Fixtures provided by RCS Innovations, Milwaukee

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