Harley Davidson
AAID was chosen to spearhead the design for a new Harley-Davidson branch in Fujairah, building on the success achieved with the Abu Dhabi branch. For the Fujairah location, the design approach for the iconic Harley-Davidson brand underwent a more progressive transformation, blending tradition with contemporary elements.
In this endeavor, there was a deliberate emphasis on refining the branding strategy, aiming for a more contemporary aesthetic while preserving the iconic essence of the Harley-Davidson legacy. The design concept strategically utilized raw materials, featuring checkered metal alongside a palette dominated by shades of orange, black, and stainless steel. What sets the Fujairah branch apart is the subtle refinement in the execution at junctions, providing a delicate touch that enhances the overall aesthetic.
The incorporation of these raw materials and color palette extends seamlessly to the furniture and seating arrangements, integrating strong branded elements. However, the design takes a nuanced approach by placing less emphasis on industrialization, instead focusing on the sophistication of the junctions. This approach ensures a cohesive and refined ambiance that aligns with Harley-Davidson's enduring legacy while infusing a sense of contemporary style and sophistication.
In essence, AAID's design for the Fujairah branch not only builds upon the successful outcome of the Abu Dhabi branch but also showcases an evolved and nuanced approach to the iconic Harley-Davidson brand, creating a space that marries tradition with a modern, sophisticated flair.