HARLEY-DAVIDSON Pop-up Hotel

HARLEY-DAVIDSON Pop-up Hotel
Sportster S | EMEA launch event | July 25th – August 6th, 2021

From July 25th to August 6th, 2021, Harley-Davidson played host to a momentous launch event unveiling the all-new Sportster S. The event spanned two weeks, with the initial week dedicated to the press and the subsequent week focused on dealers. Over the course of 12 meticulously planned 24-hour waves, guests were fully immersed in the captivating world of the H-D brand, providing them with a comprehensive firsthand experience of the innovative new Sportster generation. The brand immersion included a thorough briefing accompanied by a live broadcast from Harley-Davidson headquarters in Milwaukee, a delightful BBQ dinner, and an exhilarating riding experience the following day.

Under the banner of "From Evolution to Revolution," Harley-Davidson conveyed the profound transformation undergone by the Sportster S. The bike's new identity as a lifestyle product infused with urban DNA necessitated an immersive experience that seamlessly blended elements of transformation and urbanity while ensuring an optimal riding experience. Crucially, the creative concept assured that guests would not have to leave the H-D brand space throughout the entire 24-hour period.

To tackle these multifaceted challenges, the concept of a pop-up hotel was ingeniously conceived. After an extensive scouting process, the city of Essen emerged as the perfect host. The Hotel Friends, nestled within the UNESCO World Heritage Zeche Zollverein, not only embraced the transformative vision but also met all the necessary infrastructural requirements. Its distinctive black and orange design harmonized beautifully with the Harley-Davidson brand.

For the event, the hotel underwent a complete brand transformation. The entire structure was artfully infused with Harley-Davidson's distinctive aesthetic through meticulous set construction and multimedia enhancements. Beyond the hotel's walls, the forecourt was ingeniously transformed into a dynamic driving hub, featuring branded container garages. Internally, the reception, bar area, and guest rooms were selectively enhanced with branding elements, messaging, personalized props, and a dedicated exhibition space, ensuring that every corner resonated with the spirit of Harley-Davidson.