"Orange22 delivered an experience that exceeded our expectations, on time and within budget. They understand space and the importance of guiding the customer experience." - Aldo Menna | Owner
Ducati motorcycles has a rich history that revolves around one basic theme, the design and engineering of beautiful, performance focused, high speed motorcycles. In celebration of these ethos Orange22 in partnership with Gensler designed a showroom that aims to educate customers on Ducati's legacy while making the product hero of the space. Combining modern materials into clean and uncomplicated vignettes the design guides the customer through a thoughtful narrative that includes the brands history, curated retail selection, maintenance shop, sales desk and showroom floor. The open floor plan design results in an experience customers appreciate and embrace.
One of Ducati’s corporate objectives is to achieve a stronger worldwide awareness of the Ducati brand. In pursuit of this goal, Ducati has decided to create a street-level presence in urban centers around the world, and a unique showroom experience for its potential customers. The principal objective of the showrooms prototype design is to create a retail environment that displays the Ducati motorcycle to its best advantage, reinforces the distinctive Ducati brand, and captures the dynamic essence of the motorcycle.
The New York showroom prototype’s design concept, strongly industrial and minimalist in nature, is based on the perception of the motorcycle as an elegant, highly engineered machine. The showroom is a contemporary jewel box; the motorcycle is the jewel. The 3,500-square foot flagship store includes a 3,000-square foot showroom, a motorcycle service area, displays featuring branded motorcycle accessories and other products, a feature display area, and a transaction area.
One of the key challenges of an international branding project such as this is to create a globally consistent brand identity, a branding system that is flexible enough to be replicated in a variety of markets around the world. Since the New York showroom serves as Ducati’s retail prototype, Orange22 identified a number of key branding elements that will be repeated in the design of future Ducati retail locations:
· A light-box display counter reinforces the exhibition character of the showroom, the heritage of the motorcycle, and the appreciation of motorcycle design as art. The counter displays historic items from the history of racing and the Ducati tradition, as well as motorcycle clothing, accessories, and racing trophies.
· The back wall becomes a prominent design element, featuring a blow-up of actual engineering drawings of a Ducati motorcycle. This large-scale graphic references the highly engineered image of the Ducati motorcycle. The engineering motif is repeated on a translucent vinyl surface located above the storefront windows and main door, visible from both inside and outside.
· Another feature wall, running along one entire side of the showroom, contains a photo timeline chronicling the history of motorcycle racing and Ducati’s participation in the sport. Current racing news and information flash continuously across an LED display integrated into the wall exhibit.
· To reinforce the minimalist/industrial feeling of the space, Orange22 developed signature lighting fixtures, and a number of these outsized dome lighting fixtures are utilized throughout the showroom. Each dome fixture has a series of cuts on top which, when illuminated, reflect circular images onto the ceiling.
· All stores will feature Ducati’s distinctive circular logo, painted on the concrete floor.
While the primary function of the new showroom space is to sell Ducati motorcycles, it also serves as an entertainment venue. Customers can visit Club Ducati, relax with a beverage and snack, and through a window into service bank, watch skilled technicians work on the motorcycles.
(Photo Credit: Scott Frances)
Client/Owner: Ducati Motor S.p.A
Project Size: 3,500 sf.
Project Published In:
Interior Design, July 1998
55 West 42nd Street
New York City, NY
+ Experience Design
+ Showroom Design
+ Retail Design
+ Interior Architecture
+ Fixture Design
+ Construction Management
+ Communication Design