The Harley Davidson Museum is a multi-building complex on a newly reclaimed brownfield industrial site close to downtown Milwaukee. It celebrates the history, culture, and art of the 105-year old company while creating a place for spontaneous gatherings and rallies that are the touchstone of the riding community.

Sitting on a peninsula surrounded by water, the urban design we developed re-establishes the lost city grid, reflects the site?s history in the new buildings, allows access to the water and defines space for future development. All the while, creating a place where riders feel comfortable, and where those who are new to Harley Davidson Museum feel welcome.

The community of Harley riders is most enthusiastic during rallies at towns like Sturgis and Laconia. We proposed the HDM should learn from these organic arrangements by having an informal and a formal component to the museum. We dubbed the outside component the ?Museum on the Street? and it became the counterpart to the formal museum in the building?s interior. A broad orange stripe emphasizes the rally space, while the Temporary Exhibition Space has large glass garage doors that allow the building to open to the street.  These elements, among others, create a highly accessible complex that is nonetheless secure and manageable.
The museum?s structure leans heavily on the history of factories, as riders refer to Harley-Davidson Motor Company as ?the factory? and in acknowledgment of the site?s industrial hist...