New at Pentagram

New Work: ‘Harley-Davidson: Designing Customs’

Lorenzo Apicella has added to the growing list of Pentagram projects designed for Harley-Davidson. Together with his team in San Francisco and independent curator Ileen Gallagher, Apicella designed Harley-Davidson: Designing Customs, an exhibition showcasing Harley’s famed design, research and development process. The exhibition was staged in Milwaukee as part of Harley-Davidson’s 105th Anniversary Celebration in August, coinciding with the opening of the new Harley-Davidson Museum designed by James Biber with exhibitions designed by Abbott Miller.

A look inside the exhibition after the jump.

Located on the lakefront site of Discovery World—Milwaukee’s museum of technology and innovation—the exhibition was at the centre of a four-day calendar of events that culminated in a spectacular headline concert by Bruce Spingsteen.

The exhibition was housed in a 13,200 sq/ft temporary building, with its location and main entrance marked by two box-frame structures that consciously echoed the architecture of the new Harley-Davidson Museum.

Inside, visitors were taken on a journey through three distinct environments; an Entrance Gallery dedicated to communicating Harley’s design ideation process; a Central Hall, exhibiting drawings, mock-ups, prototypes and custom materials and finishes; and a Long Gallery, showcasing Harley’s 105th Anniversary custom production models.