Innovation & Design

Pentagram Designs Harley-Davidson Museum


The Harley-Davidson Motor Company has unveiled its design for a new Harley-Davidson Museum, to be built in the industrial heart of Milwaukee. The company was founded here over a century ago.

Pentagram's New York office is designing the project's structure, exhibitions, and graphic identity. The museum space will be spread over three buildings, which will contain shows, company archives, a retail shop and restaurants. The project will evoke the raw, gritty heritage of company's motorcycles, and the industrial past of Milwaukee's Menomonee Valley. It will be located on the Menomonee River just south of downtown, and be primarily composed of black brick, glass, and exposed structural steel. Glass-and-steel skywalks will connect the three buildings, and three steel towers will hide mechanical equipment while supporting Harley-Davidson signage.

The Milwaukee office of Hammel, Green and Abrahamson is the architect of record. Oslund and Associates of Minneapolis developed the landscape plan, which includes a riverwalk, greens, terraces, and landscaping. The $75 million, 130,000-square-foot museum is scheduled to open in 2008 for the company's 105th anniversary.


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