Creating a Museum as Iconic as the Brand.
When Harley‑Davidson decided to build a museum that felt like its birthplace and spirit, Kubik Maltbie joined a powerhouse team led by Pentagram and HGA. Together, we brought corporate archives, engineering pride, and rider culture under one roof—crafted with precision from design development through fabrication and installation.
A Culture of Craft and Community.
Opened on 20 acres of reclaimed industrial land, the Harley‑Davidson Museum is a three-building complex featuring:
- 450+ motorcycles, from the 1903 Serial No.1 to contemporary legends
- Immersive galleries exploring engine mechanics, board-track racing, and pop culture
- Landmark installations like a cantilevered “bridge” of stunt bikes and a slatted board‑track gallery
- Cafe Racer, retail space, archives, and riverwalk activation
It’s a place that captures riding camaraderie as much as corporate legacy.
What Kubik Maltbie Delivered.
Working in constant dialogue with Pentagram, Abbott Miller and HGA, Kubik Maltbie:
- Refined technical mock-ups and construction documents during design development, ensuring the ambitious architectural gestures and experiential elements would hold up structurally
- Fabricated industrial-grade exhibits—from engine-wall cantilevers and bar‑grated walkways to electrified interactive kiosks—with museum‑level craftsmanship
- Integrated audiovisual systems, lighting, digital displays, and artifact mounts into exhibit structures—creating seamless visitor experiences
- Installed all elements on-site, balancing delicate timelines with architectural complexity and high expectations for finishing
A Museum Built Like a Machine.
- The Engine Room: 30 engines and rich wooden interfaces built into slatted walls, echoing garage aesthetics
- The Bridge: A bold, raked walkway topped with stunt bikes—built to mimic a drawbridge 60 feet below ceiling level
- Board‑Track Gallery: A vintage-style slatted wooden sloped raceway, angled skyward, supporting period racers
- Factory‑Inspired Materials: Exposed steel, perforated metal, rough‑hewn wood—honoring Milwaukee’s industrial roots
- Integrated Storytelling: AV touchpoints, custom lightboxes, and structures that guide narrative flow
The museum doesn’t just tell a story—it builds it.
Why This Matters.
Kubik Maltbie’s technical precision and installation expertise shaped bold artistic and architectural ideas into tactile, immersive moments that resonate emotionally with visitors. It’s a standout example of how a corporate‑embedded museum or visitor center can elevate brand purpose—beyond mere exhibitions—turning heritage into inspiration. Perfect for any brand thinking about its own legacy center or immersive public space.
Key Story Elements.
- Partnership-quality design development supporting high-impact architectural storytelling
- Industrial-grade fabrication of exhibits, walkways, and display structures
- Seamless integration of AV, lighting, and interactive media
- Precision installation blending large-scale builds with fine finishing
- A brand‑led museum designed to engage communities, convey corporate heritage, and create cultural touchpoints