Harley-Davidson Kickstarts New Music Design for Retail Stores

An engaging store experience for retailers is more important now than ever. Team R.E.D. just wrapped up the strategic rollout of new branded music design and lifestyle video content created for Harley-Davidson dealerships across the globe.

The hand-crafted soundtrack is a key element used in this fine-tuning effort for the company’s retail stores. The music communicates a very specific brand image while putting shoppers in the mood to spend more time browsing inside.

“Savvy retailers are placing more detailed focus on music as part of their branding strategy,” said Ray Basile, chief creative officer at Retail Entertainment Design.

“We not only want to elevate a customer’s mood with the right in-store music — but hopefully people will hear the authenticity of the brand communicated there as well.”

The custom video program is designed to create a deep emotional connection with the brand by featuring riding footage that serves up the feeling of freedom out on the road — along with showcasing 2014 bikes and video captured at Harley-Davidson’s 110th Anniversary party which took place in Milwaukee this past September.

A new video series edited by Team R.E.D. for Harley-Davidson, shines a spotlight on authentic 1950’s vintage riding footage. The archival content has drawn a lot of attention from customers who relish the rich history of this legendary American brand.

The music design and 16 monitor video wall can be experienced at the brand new Harley-Davidson New York City flagship store recently opened in SoHo (pictured at top). The 11,500 square foot dealership also showcases a multi-touch kiosk where customers can build, view and save their own custom bikes instantly on a large screen display.

“One of the best features of the Power Wall is that the multi-touch kiosks allows our customers to build their custom Harley-Davidson with their hands.” says Avi Jacobi owner of Harley-Davidson NYC.

“Because they can save their designs, the possibilities are truly endless. After choosing favorites they can go downstairs to the showroom itself and see all the elements of their custom bike in person.”   Photo Credit: Jordan Parnass Digital Architecture

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