Click on the advert above to visit the company web site

Product category: Design and Build Services
News Release from: Gensler | Subject: Architecture, Design and Planning
Edited by the Buildingtalk Editorial Team on 27 March 1998

Ducati flagship store designed by
Gensler

First U.S.Ducati Flagship Store, designed by Gensler Architecture, Design and Planning Worldwide, has opened on New York's West Side.

The first U.S.Ducati Flagship Store, designed by Gensler Architecture, Design and Planning Worldwide, has opened on New York's West Side Having identified a stronger worldwide brand awareness as one of its main corporate objectives, Ducati recognized that one of the primary means of delivering that goal was to create a street presence and a showroom experience, not only in New York but worldwide

While the New York showroom is the first such Ducati environment, other showrooms are scheduled to open in the near future in Sydney, London and throughout Italy.

Vignelli Associates, a graphic design firm, was responsible for the redesign of the Ducati brand and identity system.

Gensler was responsible for the expression of the new brand within the design of the store environment.

The Gensler design team defined a number of design challenges in developing the NY showroom.

The primary objective was to create a retail environment that would display the Ducati motorcycle to its best advantage, reinforce the distinctive Ducati brand, and also convey the excitement and enthusiasm of the world of motorcycles.

Gensler faced the additional task of creating a design system that could not only be replicated around the world for a consistent brand identity, but also would be flexible enough to translate appropriately in worldwide locations.

As David M.

Gross, Ducati Global Image Director, indicated, "These unique Ducati motorcycle dealerships that we have designed with Gensler will provide Ducati enthusiasts with a complete sport motorcycling experience in an environment devoted to the brand, including everything from bikes and parts to riding gear, custom accessories and club events".

The showroom's design concept, which is strongly industrial and minimalist, in nature, is based on viewing the motorcycle as an exquisite example of engineering.

The showroom becomes a contemporary museum-like jewelbox that features the motorcycle as the prized jewel.

The new 3,500-square-foot flagship store includes a 3,000-square-foot showroom, space dedicated to motorcycle service, a retail area for selling branded products and accessories, a feature display area, and a transaction area.

All stores will feature Ducati's distinctive circular logo, painted on the concrete floor.

Since the design of this flagship store will serve as the prototype for subsequent Ducati showrooms, Gensler identified a number of key "branding" elements that will be incorporated in future Ducati retail facilities: A light-box display continues the exhibition/retail character of the showroom as well as the heritage of the art of motorcycles.

This prominent counter will exhibit historic items, whether from the history of racing or from the Ducati tradition, as well as motorcycle accessories and clothing, racing trophies and medals.

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 aspect of a Ducati motorcycle.

The engineering motif is repeated on a translucent vinyl surface, visible from both inside and outside the store, located above the storefront windows and main door.

Another feature wall, running along one entire side of the showroom, pays homage to Ducati with a timeline photo documenting the history of racing and the Ducati's long-standing participation in the sport.

Current racing news and information are continuously displayed on a LED, which is integrated into the wall exhibit.

To reinforce the minimalist/industrial feeling of the space, Gensler designed 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.

While the primary function of the new 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.

One member of the Gensler design team had a very special interest in working with Ducati: Ed Friedrichs, President of the architectural design firm and a motorcycle aficionado and long-time Ducati owner and rider.

He commented: " I am deeply aware of the art of the machines that Ducati produces".

"When I took delivery of a 916 at the factory several years ago, I was deeply impressed with the quality of craftsmanship and the exquisite attention to design and detail associated with every aspect of these wonderful motorcycles".

"The new showrooms will reflect the commitment to design integrity, service support and complementary products consistent with Ducati's strong global brand.".

• Gensler: contact details and other news
• Email this article to a colleague
• Register for the free Buildingtalk email newsletter
• Buildingtalk Home Page

Search the Pro-Talk network of sites

Put your news on Buildingtalk  |   Advertise  |   Get the free Buildingtalk newsletter  |   Buildingtalk Home
About Buildingtalk  |   Copyright © 2000-2008 Pro-Talk Ltd, UK