Harley-Davidson® + Evolve

CASE S T UDY

We’re revving up Harley-Davidson® footwear displays.

B ACKGROUNDThe Harley-Davidson® brand is tough, loyal and fearless and we faced the challenge of redesigning and updating their entire shop-in-shop experience for the Footwear Collection head on. The Footwear styles from Harley-Davidson® embody the spirit of the open road, and we made sure to capture that spirit when we designed and produced new retail fixtures.

The Situation

OVERVIE WIn 2014, the visionaries from Wolverine Worldwide came to us with the need to take the in-store presence to the next level. They were entrusting us to design concepts that would not only be characteristic of the Harley-Davidson® Brand, but also be approved by Harley-Davidson Motor Company. The new designs were a complete face lift from the retail fixtures we created for them over 10 years ago. We were enthralled and inspired by the history of the brand, as well as architectural elements of the Harley-Davidson® headquarters. We used that style and inspiration to fuel the creative process and immediately put pen to paper to come up with some quick concepts sketches of various fixtures.

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The Process

“The Wolverine Worldwide Licensed HD

footwear team loved our concepts, and

entrusted us in developing the new look

for their retail needs, but we needed to

go a step further to get the new designs

approved by Harley-Davidson Motor

Company. Once we did get the stamp of

approval, we were off to the races.”

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T HE PROCESS We began this project after collaborating and conversing closely with our friends in the Footwear Division,

and we knew the displays needed to:

AT T R ACT: Continue to capture the attention of lifelong hardcore Harley-Davidson® fans by showcasing the

brand and various footwear styles in their rugged glory and to also engage with the newcomers to the

brand who may be novices to the cruiser market.

ENGAGE: Showcase the footwear so that every biker knows that you aren’t a true Harley-Davidson®

fan unless you’ve got the Hog AND the gear to prove it. The motorcycle boots complete the ensemble.

REENERGIZE: By coming out with all-new displays, we will create a sense of excitement in the loyal Harley-

Davidson® community while keeping the fine craftsmanship and heritage that has become synonymous

with the brand intact.

C OL L A B OR AT ION A ND RESE A RCH After the initial discussion with the folks at Wolverine Worldwide, and gaining scope of the ‘vision’ that

they wanted to see for their new displays, we were able to learn a great deal about the history of Harley-

Davidson®. We also began to see how well they’ve continued to consistently brand themselves through the

continuous production of quality-made products and bikes. It was this innovation and passion that led us

to create an inspiration board. 5

Harle

y-Dav

idson

Hea

dqua

rters

The spirit of the open road

The Inspiration

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Materials found around Harley-Davidson Headquarters

T HE INSPIR ATION INSPIRED BY T HE BR AND: Harley-Davidson® embodies the spirit of the open road, and we made sure to capture

that spirit when we designed and produced the original fixtures 10 years ago. This time, however, we wanted

to incorporate and capture the history behind the brand, deciding to use the Harley-Davidson® story as well

as visuals and architectural designs found around the Headquarters to be represented in the fixtures.

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Raw steel: Steel is the backbone of American Manufacturing, and Raw Steel has visual qualities of hard-work, rug-gedness and beauty all in a single package. Once our designs were built, we took the steel straight from the worker’s hands and clear-coated it, and every piece in the program has a subsequent story to tell.

Concrete brick: Brick just screams ‘old timey’ and vintage, doesn’t it? In 1912, back in a time when even the largest In-dustrial Complexes in America were still brick and mortar, construction began on the Main Factory Building for Har-ley-Davidson Motor Company on Juneau Avenue in Milwaukee, Wisconsin. Today, it stands as the Harley-Davidson® World Headquarters, is listed on the National Register of Historic Places, and it looks just as beautiful at 104 years old as the day it was built.

Distressed pine wood: In 1901 a 21-year old named William S. Harley drew up a blueprint for an engine designed to fit onto a bicycle. Two years later in a 10 foot x 15 foot wooden shed, with the words “Harley-Davidson Motor Company” crudely scrawled on the door, he and Arthur Davidson put the very first Harley-Davidson® Motorcycle into production. We wanted to use distressed wood on our displays to pay homage to this moment when passion, hard work, and crazy ideas mix together to drive people to create great things.

The Concepts

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We developed several different designs including modular wall units, branding headers,

footwear risers, and a highly sought after bench for customers to use when trying on the

various footwear styles.

T HE SOLU TION

We maintained the Harley-Davidson® ‘ruggedness,’ while incorporating design cues from Harley-Davidson Motor

Company factories and American industrial/manufacturing. Using the materials we gathered from the inspiration

board, we turned our sketches and designs into an array of fixtures to meet all of the Footwear division’s retail needs.

We produced wall units constructed with removable shelving and adjustable metal crossbars, slatwall shoe shelves

footwear towers, risers and benches. The fixtures were made with distressed pine wood and framed with hot-rolled steel

detailed with rivets. The logos were silk-screened and also made with distressed pine wood with a clear coat stain.

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AfterBefore 10

The Solution

AfterBefore11

The Solution

After

The Solution

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Harley-Davidson® loved the designs of the updated fixtures, and dealers couldn’t wait to get them. We had fun working

closely and collaborating with the HD footwear Team and Wolverine Worldwide. Our collective ability to work so great

together has created a long and lasting partnership. We have produced over 500 fixtures and shipped them to over 100

Harley-Davidson® dealerships to date. As a result, the success of our fixtures increased sales by double digits in the stores

that received the new program.

The Results

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“We have been working with the Evolve team for over 10 year s, and here is why: great par tner ships,

no project is too big or small, the Team is cr az y creative and ver y open to collabor ation, which is

a win/win in our book . Our end result and success with the new design of the Harley-Davidson®

POP was amazing . At the dealer show reveal, the booth was packed wall -to-wall to review the new

product. The installation grow th at market has been ver y exiting to over see, which has resulted in

sever al more production runs since our initial production. The end result of high double digit sales

increases experienced by our dealer s was exactly what we set out to accomplish.”

- Creative Director, Wolverine Worldwide

At Evolve we care about the process as much as the end result, and strive to create

a great experience for our clients, awesome designs that meet their needs, and

great relationships moving forward. And when that happens, we call it a win.

L E T ’S P U T ON A DISPL AY

If you are looking to start, refresh or update

your retail displays Let’s Talk. Fill out the form,

and we’ll schedule a mutual time to talk.

LANCE@EVOLVE-GROUP.COM 248.721.4415